| Titre : |
The impact of influencer marketing on consumers’ Buying intention toward dietary supplements: a case study of myprotein |
| Type de document : |
Mémoire |
| Auteurs : |
Julie REN, Auteur |
| Année de publication : |
2022 |
| Importance : |
35 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
PRODUIT ALIMENTAIRE DIVERS SECTEUR ; SPORT ; ACHAT ; MARKETING ACHAT
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| Résumé : |
Nowadays, with the increased use of social media, influencers have become an essential factor for companies to advertise and impact the behavior of consumers towards products and services. Instead of the traditional celebrity endorsements, companies can now promote their products and services on social media through influencers. Influencers can reach their followers and impact their purchase decision and intention. In this thesis, the brand Myprotein has been employed as a case study. This study uses a quantitative approach by conducting an online survey. The study sample consists of participants that know the brand Myprotein and who have been influencers’ followers on social media. A total of 200 usable responses were collected, and the data were analyzed using Jamovi. The main purpose of this thesis is to explore the relationships between influencers’ attributes such as reputation, attractiveness, expertise, quality information, and purchase intention. Theories showcase that those features significantly affect the intent to purchase in other industries such as Fashion. The purpose is to identify whether those features play an essential role in the same case in dietary supplements, products that are linked with health. So, this research only focuses on people who know the brand Myprotein.The key findings are that influencers’ attributes such as reputation and quality information significantly impacted purchase intention. On the other hand, influencers’ attractiveness and expertise have no significant relationship with purchase intention. This is one of the first studies to investigate influencers’ impact on purchase intention in the dietary supplements industry through the brand Myprotein; thus, it enriches the understanding of influencer marketing in this industry. In practice, the findings of this study give some suggestions to companies when they use influencers to build brand awareness and increase sales. The results also have potential applications in other industries that frequently use influencers for marketing purposes. Therefore, this study provides insights to the literature on influencer marketing and has several managerial implications. |
| Programme : |
MSc Digital Expertise for Marketing |
| Permalink : |
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Géopolitique de l'alimentation / Paris : SCIENCES HUMAINES (2018)
