(PDF) The Impact of Influencers on Online Purchase Intent

The impact of
influencers on Online
Purchase Intention of
Customers..Influencers- Bloggers and social networks

Introduction
Online bloggers are the community that has the
most influential impact on the decision-making
choices of consumers over the online shopping
interfaces (Cano, Doyle and Zhang 2018).
They use attractive and relatable content to help
the consumers make best possible decisions
while buying anything online (Simonson 2016)
They have a significant contribution on online
shopping intention of the customers.

Article:
Title- The Effect of Customers' Social Media
Participation on Customer Visit Frequency and
Profitability: An Empirical Investigation
Author/s- Rishika Rishika, Ashish Kumar, Ramkumar
Janakiraman, Ram Bezawada
Keywords- social media marketing; social media
participation; customer-firm relationship; shopping visit
frequency; customer profitability; propensity score
matching; quasi-experiment; difference-in-differences
Research questions-
a) Is customer participation in a firm’s social media
efforts leads to an increase the frequency of customer
visits?
b) What is the effect of customer participation when
there are high levels of activity in the social media site?