The Role of Influencers in Adolescents' Consumer Decision-Making Process: A Sustainability Approach (original) (raw)
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JOURNAL OF EDUCATION: RABINDRA BHARATI UNIVERSITY, 2023
In recent years, marketing trends have seen a significant rise in the use of influencers as an extension of word of mouth campaigns. With consumers increasingly turning to social media platforms, organizations are recognizing the power of influencers in shaping their purchase decisions. This study sheds light on various aspects of influencer marketing that impact consumer behaviour, using the theory of planned behaviour (TPB) and social learning theory by Bandura and Walters as part of a qualitative research approach. The study found that two key factors, namely attitude towards influencers and perceived behaviour control that allows for an increase in domain knowledge, had a positive impact on consumer behaviour. Interestingly, the influence of peers had no effect on consumer behaviour. In addition, other constructs such as personal relevance, inspiration, and trust also had a positive impact on behaviour, while perceived risk did not have any effect. The study also revealed that product influencer fitment was a critical criterion for consumers, as they followed specific types of influencers for different product categories. Depending on the posts shared by influencers, consumers are impacted at four levels: increase in brand awareness, subject matter expertise, brand preference, and preference. Successful influencer marketing involves identifying the right type of influencer who can offer curated advice, stories, and suggestions to create engagement with the audience. In conclusion, influencer marketing has emerged as a powerful tool for organizations to connect with their target audiences. By understanding the key factors that impact consumer behaviour, businesses can create effective influencer marketing campaigns that drive brand awareness, preference, and loyalty. With social media platforms continuing to grow in popularity, influencer marketing is likely to become an even more significant part of the marketing landscape in the coming years.
Frontiers in Psychology
Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan's World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children's brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.
Impact of Influencer Marketing on Millennials: A study
2020
Over the years due to the growth of social media, people are more influenced by what they see in social media platforms, especially in fashion industry. With the help of platforms like Instagram, people are becoming their own magazine editors, sharing their personal style with millions of users over the internet. In the last few years there has been a huge growth in influencer marketing, with 94% of marketers believing in it’s effectiveness.Around 71% of the marketers believe that collaboration with the influencers is the most effective form, unlike other marketing techniques. The popularity of influencers is continuous and does not have a limited window of influence. The paper emphasizes on the impact of influencer marketing on millennials with special reference to fashion industry. Therefore, the research “Influencer Marketing and its impact on millennials: A study on Fashion Industry” is based on an exploratory study with the purpose of gaining an in-depth understanding of what f...
Parikalpana: KIIT Journal of Management, 2021
Today most businesses are consumer centric in their approach and prefer digital marketing and social media marketing. Advertising on social media is done in a very subtle manner, almost at a subconscious level and influencers are a good example of that. This type of advertising has along lasting impact on the public. If done right, it is interactive, engaging and forms a connection rather than only appealing to the rational side of the consumer. Pune city has one of the largest youth populations in India with 2nd highest density of universities, being an IT hub, and other factors. Lifestyle and electronic industries play a massive role in the buying behaviour of this youth. Lifestyle is good at creating visuals with the help of influencers for food, fitness, organic, products, etc. and is the latest trend. Electronics appeal to the tech-oriented youth and are commonly advertised by almost all influencers on various platforms. This research paper aims to connect all these factors together with the help of primary and secondary data. The objective is to analyze the link between the average consumer's trust in influencers and the resulting consumer behaviour of the youth of Pune in the age group of 15-25. Primary data will be collected through a structured questionnaire. The observations will be studied and presented in the form of findings.
THE IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASING DECISIONS - A SURVEY BASED ANALYSIS
IAEME PUBLICATION, 2024
Since the introduction of social networking sites (SNS) and their widespread adoption by the world's population, the internet has become significantly more personal. Social networking websites have drawn millions of users ever since they were first introduced, and a significant number of these people utilize these sites on a daily basis. An excessive amount of its use can have an effect on the physical health of those who use it. As a result of their capacity to facilitate the collaboration of virtual communication and to provide an environment for mutual sharing and interaction, social media has accelerated the growth of human interaction in modern times to a degree that has never been seen before. This new media has garnered the attention of both organizations and individuals. As a result of the widespread use of social media platforms for advertising purposes by corporations all over the world, a significant number of corporations today have official Facebook pages, Twitter accounts, and corporate blogs. According to all of these scientific findings, social media has developed into an essential component of the daily lives of consumers as well as the operations of corporate organizations in the present day. The goal of the study is also to provide insights into the use of social networking sites by consumers of all generations, particularly teens, and how these sites influence their purchasing decisions.
The Role of Social Media Influencers in the Consumer Decision-making Process
2020
This thesis explored the role of social media influencers (SMIs) during the consumer decision-making process in the context of the Vietnamese beauty and cosmetic market. In order to achieve this goal, the thesis examined the opinions of consumers about SMIs, the benefits that consumers get from SMIs during their decision-making process, and then discussed the possible practical recommendations for beauty and cosmetic brands in Vietnam regarding the use of SMIs. The thesis's theoretical framework is based on the classic five-stage decision-making process by John Dewey, and the literature on opinion leadership and influencer marketing. Some background information on Vietnamese beauty and cosmetic market and Vietnamese SMIs was also provided as context for the empirical research. The thesis followed an inductive qualitative approach that gathered primary data from a series of interviews with Vietnamese beauty and cosmetic consumers. Secondary data came from books, journals, articles, and electronic newspapers. The results of the thesis suggest that SMIs are influential throughout the three first stages of the consumer decision-making process. SMIs gain their influence through creating helpful contents and staying relevant to consumers. However, as SMIs grow in size and attract more sponsorship offers, the authenticity of their product recommendations becomes questionable. These findings reflect the current literature on social media influencers and contribute some insights from the Vietnamese beauty and cosmetic context. Through these findings, a number of practical recommendations for brands were suggested. Finally, future researchers interested in this topic may try to quantify and measure the effects of several important attributes of SMIs identified in this thesis.
Management Dynamics
The power of word-of-mouth is all omnipresent, but with the advent and proliferation of social media with its speed of spreading the word, it's more significant than ever before. Online influencer marketing is bringing fashion brands and customers specifically to the millennials e closer than ever before. Personality and content are what social influencers provide to the prospective customers of a fashion brand. Having created their online niche and their follower base these influencers are often probably like-minded individuals. Recommendations from influencers have become more effective and can hold more weight than various impersonal forms of advertisement. A business partnership with the right influencer could better connect the business' product to the millennials. The study dwells upon the influence of online influencer marketing on millennials when it comes to buying fashion products and why the world of vogue is embracing influencer marketing for reinforcing the brand identity and driving customer engagement. For fashion brands and retailers, online influencer marketing is increasingly becoming a necessity to engage with customers through bloggers and vloggers with an audience that is tailor-focused to their brand.
International Journal of Research in Business and Social Science (2147- 4478)
Gen Z controls almost the entire population in the world with a total number of almost two billion people worldwide. This generation will be the largest consumer group in the world. In Indonesia itself, In 2020, Gen Z occupied the highest percentage of the population. Therefore, Gen Z is a potential target market that has a considerable influence on purchasing decisions. Based on the characteristics of Gen Z, who are digital natives, the use of social media is the right marketing strategy for consumers who are counted into Gen Z category. Promotional activities, as part of a marketing strategy, especially through social media require influencers as endorsers. This study aims to investigate the factors that influence the credibility attributes of social media influencers on the purchase intentions of Gen Z consumers. This study uses influencer credibility attributes (attractiveness, expertise, and trustworthiness) as independent variables that influence the purchase intention of Gen ...
Virtual Influencer Marketing: Is It Effective in Engaging Younger Generations?
European Conference on Social Media
The market value of global influencer marketing has more than doubled since 2019 (Statista, 2021). The emergence of the so-called virtual influencers (VIs) has redefined the boundaries of possibilities in this "industry" attracting the interest of many brands and raising several questions about their development, ethics, purpose in marketing and perspective. These 'new' social media celebrities have also attracted the attention of the scientific community but research has yet to explore how VIs are likely to reshape the practice of marketing. This study aims to better understand the attitudes and reactions of Generations Y and Z (the most attractive target group for influencers) towards VIs-in particular, to find out how VIs are perceived by younger customers and whether VIs can effectively persuade them to buy certain products. Two focus groups were conducted to facilitate an initial response to a relatively new phenomenon, and to gain a social, contextual view of the issue. Our results showed that human influencers still outperform the virtual ones for a number of reasons, ranging from the impossibility of identifying with digital creatures, the inability of the latter to demonstrate the efficacy of the products on themselves and the impossibility, expressed by many respondents, of empathising with entities that appear soulless and largely manipulated by those who-anonymously, behind their backs-are only interested in selling products.