The role of influencers in consumers’ purchase intention / Julie ZINS / 2022

Titre : The role of influencers in consumers’ purchase intention Type de document : Mémoire Auteurs : Julie ZINS, Auteur Année de publication : 2022 Importance : 36 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management MEDIA SOCIAL ; COMPORTEMENT DU CONSOMMATEUR ; COMPORTEMENT ; GESTION DE CONTENU Entreprise INSTAGRAM Résumé : Influencers have become essential actors for brands that use them more and more in their marketing strategy. Indeed, according to a study conducted by Hubspot (2022), 85% of marketing professionals aim to increase their brand awareness thanks to influencers.The massive use of influencers by brands plays a role in the buying behavior of consumers through different levers: behavior, awareness and content. We were able to observe, through the empirical study, that the behavior and the notoriety of an influencer do not play a major role in the purchase intention of consumers. They are seen as untrustworthy people with a profit motive more important than sincerity. Surprisingly, we also found that the size of the community (the number of subscribers) does not have an impact on the purchase decision. However, we can see that the content through its characteristics and the arguments of the influencer have an influence on the consumer's buying behavior. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572775