The Impact of Product Participation on Social Media Influencers and Consumer Shopping Intentions
Added on 2021-06-18
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THE EFFECT OF PRODUCT INVOLVEMENT AS A MODERATOR ON THE IMPACTOF SOCIAL MEDIA INFLUENCERS’ ON CONSUMERS NAME:COURSE
Abstract This research is aimed at establishing the various interrelationships between social mediainfluencers and purchasing intentions being moderated by product involvement. The researchwill try to explain how the various variables affect consumers when it comes to makingpurchasing decisions. The research will begin by giving an introduction on the subject matter. Itwill then try to define the various theoretical background of individual variables and define howthey relate to one another. The research will finally conclude by showing the anticipated themanagerial and theoretical implications from the literature collected. From the literature studies,the research concluded that the hypothesis was positive stating: The impact of social mediainfluencers on consumers is affected by product involvement
Table of ContentsIntroduction..................................................................................................................................4Study objectives...........................................................................................................................6Theoretical background and research hypotheses.......................................................................6Overview of social media influence on customers......................................................................7Sponsorship disclosure and how it affects purchase intentions...................................................8eWOM and how it affects purchase intentions............................................................................9Purchase intention......................................................................................................................10Product involvement..................................................................................................................10Conceptual model......................................................................................................................11Research Hypotheses.................................................................................................................12
IntroductionThe concept of consumer choice has completely evolved with the growth of technology and itsapplication in marketing. Consumers nowadays tend to look at the internet for directions when itcomes to making purchasing decisions. Businesses on the other hand, have embraced variousonline platforms such as social media as their key communication tool to reach their clients.They also use online platforms as a major source of feedback and rightly so. The reason or this isdue to the efficiency of these platforms, to relay feedback from customers, regarding theirsatisfaction, as compared to other conventional communication methods (Chaffey et al., 2017).Because of the wide reach of online market, businesses have to consider with due importancehow they handle communications with their clients on the internet. One wrong move can provefatal to a particular brand or even the whole business.The power of online community is quite tremendous, with more and more people joining onlineplatforms every day. This has given rise to personalities, who have capitalized on the numbers ofonline public, to influence the perception, thoughts or even leanings of their reachable masses.These personalities can either be celebrities or non celebrities (Shen, Kuo and Minh Ly, 2017).Due to the power of influence these personalities have over their followers, and the social mediapublic at large, their presence has started being recognized, and such individuals are known associal media influencers (SMIs) (Khamis, Ang and Welling, 2016). There are two well known methods that social media influencers use to alter the perception oftheir publics; the first being electronic word of mouth (eWOM) as highlighted by Hai and Park,(2015), or through disclosed sponsorship as explained by Armstrong et al., (2015). eWOM is apowerful tool in marketing communication which can shape the buying decisions of customers(Lis, 2013). There are several papers which have indicated the growing number of clients beingswayed by comments or views aired by third parties, rather than the organization through itsmarketing strategies (Tang, 2017). This can have either positive or negative implications, to boththe clients and the organization. For example, through SMIs, the power that eWOM has, cansway customers not to buy a good product thereby affecting the sales of that product. Likewise,customers can be swayed to buy lesser superior product over more superior ones because of
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