| 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 : |
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| 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 |
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The role of influencers in consumers’ purchase intention / 2022 
