The Impact of Influencer Marketing on Consumer Behavior
DOI:
https://doi.org/10.51325/j2x8rc40Keywords:
Influencer Marketing, Consumer Behavior, Credibility, Attractiveness, Social Media EngagementAbstract
The present study has examined the impact of the influencer marketing on the development of the brand-audience relationship in terms of the factors affecting purchase decisions about the promoted products and consumer interaction with the influencers' content. With a quantitative approach based on a descriptive-analytical design, the data have been obtained from a random sample of 175 social media users in the Gaza Strip through the structured questionnaire evaluating three dimensions of the influencer marketing (credibility, attractiveness, and interaction with followers) and consumer behavior. Simple and multiple regression analysis found that all three dimensions significantly affected consumer behavior, where the strongest impact was demonstrated by interaction with followers (β = .358, p < .001), whereas the impact was less pronounced for attractiveness (β = .354, p < .001) and credibility (β = .246, p < .001); overall, the three dimensions contributed to the prediction of consumer behavior for 78.9%. In terms of one-way ANOVA and independent samples t-test, there have been no statistically significant differences in respondents' attitude towards the influencer marketing by such criteria as gender, age, educational qualification, time spent on social media daily, and marital status, but there have been some differences depending on the place of residence (the respondents from North Gaza).
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