ISSN: 2222-6990
Open access
Influencer marketing has rapidly become a key strategy for businesses aiming to influence consumer purchase intentions in today’s digital age. This study quantitatively examines four key factors in influencer marketing: Influencer Impact, Content Quality, Product or Service Characteristics, and Consumer Individual Factors, and their role in influencing consumer purchase intentions. The research provides empirical evidence on how these variables interact to shape purchasing behaviour. Conducted among 150 participants in Malaysia, primarily students, the research collected data using structured online questionnaires. Statistical analysis, including correlation and regression, was employed to evaluate the significance of each factor. Findings suggest that authenticity in influencer content, coupled with the quality of the product or service, plays a critical role in driving consumer trust and purchase decisions. Additionally, the alignment between an influencer’s profile and the target consumer demographic significantly enhances the effectiveness of marketing campaigns. The study’s results, while offering valuable insights, are limited by the scope of its sample, focusing on a specific consumer group and geographical region. To build on these findings, future research should expand to a more diverse demographic and explore variations across different markets. The research also highlights the need for longitudinal studies to measure the long-term effects of influencer marketing strategies, as much of the current literature focuses on immediate or short-term impacts.
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