The impact of influencer marketing on the consumer decision-making process

Ardian Durmishi; Lindita Durmishi

doi:10.31893/multiscience.2024227

Keywords:

marketing influencer

influencer

fashion industry

consumer decision-making process

Abstract

In the present paper, we aim to identify and analyze the impact of influencer marketing on consumer purchasing decisions in the fashion industry. This study focused on revealing the impact of influencer marketing on female and male individuals of different ages and identifying the categories of influencers that influence each gender and age group more.To achieve the objectives of the study, questionnaires, which were personally administered, were used. The data were collected from a sample of Albanian individuals. The statistical model of cross-tabulation was used for data analysis, while the chi-square test was used to check whether the results from this model were statistically significant. Findings from this study confirmed that there is a significant difference between females and males regarding influence by influencers, and there is a significant difference between ages in terms of the category of influencers that influence them.
References
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33. Yurchisin, J., & Johnson, K., K.P. (2004). Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem, and apparel product involvement. Family and Consumer Sciences Research Journal, 32(3), 291-314.
34. Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences.

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Durmishi, A., & Durmishi, L. (2024). The impact of influencer marketing on the consumer decision-making process. Multidisciplinary Science Journal, 6(11), 2024227. https://doi.org/10.31893/multiscience.2024227

[1] Al Lawati Ali Juma, M.&Tewari, V. (2021) Business Intelligence as a market driver for the personal care brands: Case of the Middle East, Asian Journal of Advances in Research 11(4):245-260As cited for:

[2] https://mediakix.com/influencer-marketing-resources/influencer-marketing-challenges

[3] Armstrong, M. (2009). Armstrong's Handbook of Human Resource Management Practice A Guide to managing for results (11th ed.). Kogan Page.

[4] Belanche, D., Arino Casalo Luis Vincente, Flavian, M., and Sanchez Ibanez, S. (2021) Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research,132(2):186-195

[5] https://www.sciencedirect.com/science/article/pii/S0148296321002307?via%3Dihub

[6] Brodie, R.J., et al. (2013) Consumer engagement in a virtual brand community: An exploratory analysis. Journal of business research. 66(1): p. 105- 114

[7] Enberg, J. (2021) Influencer Monetization. Business Insider Intelligence

[8] Carducci, BJ (2020). Personality and consumer behavior/lifestyle analysis. The Wiley Encyclopedia of Personality and Individual Differences, 581–586.https://doi.org/10.1002/9781118970843.ch361

[9] Francis, W.(2023). Successful Social Selling. Digital Marketing Institute

[10] https://digitalmarketinginstitute.com/resources/podcasts/podcast-066-successful-social-selling-julieatherton-seangallagher

[11] Dhun, & Dangi, H. K. (2022). Influencer marketing: Role of Influencer credibility and congruence on brand attitude and eWOM. Journal of Internet Commerce.

[12] Geyser, W. (2021). Influencer Rates: How Much do Influencers Really Cost in 2022? Retrieved December 22, 2022, from influencer marketing hub: https://influencermarketinghub.com/influencer-rates/

[13] Gier, NR (2022). Theoretische und Begriffliche Grundlagen der consumer decision neuroscience. Consumer Decision Neuroscience, 13–53. https://doi.org/10.1007/978-3-658-38206-3_2

[14] Gómez, M., C. Lopez, and A. Molina (2019). An integrated model of social media brand engagement. Computers in Human Behavior. 96: p. 196- 206.

[15] Hollebeek, L.D. and K. Macky (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing. 45: p. 27-41.

[16] Koay, Kian Yeik, Tjiptono, F., Teoh, Chai Wen, Ali Memon,M.and Connolly, R. (2022) Social Media Influencer Marketing: Commentary on the Special Issue, Journal of Internet Commerce, DOI: 10.1080/15332861.2022.2128277

[17] Kotler, P., & Armstrong, G. (2008). Principles of Marketing. Pearson/Prentice Hall, p.262-267.

[18] Lovink, G. (2008). Zero comments. Teoria critica di Internet. Mondadori.

[19] Lovink, G. (2016). L’abisso dei social media. Nuove reti oltre l’economia dei like. Editore Università Bocconi

[20] Lou, C., and S. Yuan, (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on social media. Journal of Interactive Advertising. 19(1): p. 58-73.

[21] Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z., & Palmatier, R. W. (2022). Influencer Marketing Effectiveness. Journal of Marketing, 86(6), 93- 115.

[22] https://doi.org/10.1177/00222429221102889

[23] Mitchell, VW (1999). Consumer perceived risk: Conceptualizations and Models. European Journal of Marketing, 33(1/2), 163–195.https://doi.org/10.1108/03090569910249229

[24] Oladeji, S. O., Grace, O., & Ayodeji, A. A. (2022). Community Participation in Conservation and Management of Cultural Heritage Resources in Yoruba Ethnic Group of Southwestern Nigeria. SAGE Open, 12(4). https://doi.org/10.1177/21582440221130987

[25] Ramanathan, S. (2022). A structural versus the dynamic view of personality in consumer behavior. In LR Kahle, TM Lowrey, & J. Huber, APA handbook of consumer psychology (pp. 219–248). American Psychological Association.https://doi.org/10.1037/0000262-009

[26] Sharp, L. (2017). Henry Jenkins, Sam Ford and Joshua Green, Spreadable Media: Creating Value and Meaning in a Networked Culture. Journal of Consumer Culture, 17(2), 454–456. https://doi.org/10.1177/1469540516642379

[27] Slatter, J. (2013) Unraveling the Mysteries of Marketing.1stEd. CreateSpace Independent Publishing Platform

[28] Sudha, M and Sheena, K. (2017). Impact of Influencers in Consumer Decision Process: the Fashion Industry. SCMS Journal of Indian Management, pp.14-30.

[29] Tong, X., & Hawley, J.M. (2009). Measuring customer‐based brand equity: empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18, 262-271.

[30] Trivedi, J.P. (2021). Effect of Influencer Marketing on Online Impulse Purchase: The Mediating Role of Consumer-Brand Engagement. Journal of Electronic Commerce in Organizations (JECO). 19(3): p. 49-64.

[31] Trudel, R. (2019). Sustainable consumer behavior. Consumer Psychology Review, (2), 85–96.https://doi.org/https://doi.org/10.1002/arcp.1045

[32] Vivek, S.D., S.E. Beatty, and R.M. Morgan (2012) Customer engagement: Exploring customer relationships beyond purchase. Journal of marketing theory and practice. 20(2): p. 122- 146.

[33] Yurchisin, J., & Johnson, K., K.P. (2004). Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem, and apparel product involvement. Family and Consumer Sciences Research Journal, 32(3), 291-314.

[34] Zak, S., & Hasprova, M. (2020). The role of influencers in the consumer decision-making process. SHS Web of Conferences.

Abstract

References

How to cite