The impact of digital influencers on attitude towards brand, purchase intention and brand attachment

Shrestha, Akrit Narayan

http://hdl.handle.net/10400.26/41167

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Authors

Shrestha, Akrit Narayan

Advisor(s)

Soares, Raquel

Abstract(s)

Purpose: The goal of this study is to see if there are any relationships between digital influencers and three major marketing concepts: attitude towards brand, brand attachment, and purchase intention. Given the importance of digital influencers in online communities and their involvement in supporting and endorsing brands, understanding their function in marketing tactics is critical to improving marketing strategies and developing stronger customer interactions. Design/ Methodology Approach: In this dissertation, a survey was used as the methodology. A questionnaire was produced and published through social media once the important variables were determined and metrics for each of them were located in the literature. The data was then entered into a statistics programme and analysed with SPSS software using PROCESS MACRO analysis model. Findings: Findings indicate that social media usage has positive relationship with the influencer’s credibility, similarity, and familiarity. And also, the research focused on relationship between the perception of digital influencers and their impact on attitude towards brand, brand attachment, and purchase intention, which also showed positive relationship between each of the variables. Originality/value: Given the scarcity of study on influencers and their function in marketing, this dissertation aims to close some of the gaps in the literature. The study demonstrates that it has a unique perspective on the role that these individuals play in marketing. Practical Implications: This study adds to the field of digital marketing by offering a different perspective on the role of digital influencers focusing on perspectives that consumers have towards them. This not only clarifies their potential roles in marketing plans, but it also serves as a starting point for additional conversation and research on the subject.