Purchasing intentions and digital influencers
by Dimitri Laroutis; Philippe Boistel; Mustafeed Zaman
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 19, No. 1/2, 2023

Abstract: While the web marketing literature has recently called into question the impact of influencers on their followers' purchasing behaviour, very few studies have addressed this issue per se. Our study aims to fill this gap by examining the variables that boost followers' purchasing intention. Based on survey data collected from 247 followers, we built an econometric model designed to anticipate followers' buying intentions. Our findings show that followers' purchasing behaviours is influenced not only by the characteristics of the influencer being followed, but also by those of the follower in question, the product or service on offer, and the overall congruence of these factors. These variables reveal an impact on consumer intentions ranging from -54.4% to +17.81%. Our study examines both the theoretical and the operational implications.

Online publication date: Wed, 09-Aug-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com