Analysis: The Impact of Influencers on Online Purchase Intention

This report investigates the impact of online influencers, particularly bloggers and social media personalities, on consumer purchase intentions. It examines the influence of social media marketing on customer behavior and decision-making processes. The report references relevant research, including studies on social media participation, customer visit frequency, and profitability, and explores the relationship between customer engagement and purchasing decisions. It also analyzes the methodological approaches, such as quantitative research methods, and discusses research philosophies like realism and interpretivism. The report further provides an overview of the research methodology, including data generation methods like electronic interviews and online surveys using questionnaires, and alternative research methods. The report aims to provide a comprehensive analysis of the role of influencers in shaping consumer choices within the online shopping environment.

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?

Relation of
the article
with the
research
topic
 The article has been elaborated on
examining how social media efforts by the
firm help transform the intensity of
customer-firm relationships.
 The article has made use of hypothesis to
find out the relationship in between different
variables.

Research methodology
 A highly intellectual human activity used for the investigation of
matter and nature and for dealing particularly with the way in which
the data and information are gathered, interpreted and analysed.

Methodolog
y used in
Article:
 Research method- Quantitative research method
 Research philosophy- Realism research philosophy
 Research design (Type of investigation chosen)-
descriptive
 Data generation method- Statistical

Epistemolog
y
 Social phenomena and subjective meaning
 Focus on the details of a particular situation
along with the reality behind those details,
the motivating actions as well as the
subjective meaning.

Alternative
theory for
my research
 Research method- Quantitative research method
 Research philosophy- Interpretivism research
philosophy
 Research design (Type of investigation chosen)-
Exploratory
 Data generation method- Electronics based interview
and online survey using questionnaires

References:
 Bowleg, L., 2017. Towards a critical health equity research
stance: Why epistemology and methodology matter more than
qualitative methods. Health Education & Behavior, 44(5),
pp.677-684.
 Cano, M.B., Doyle, S. and Zhang, Y., 2018. Do Fashion Blogs
Influence Vintage Fashion Consumption? An Analysis from the
Perspective of the Chinese Market. In Vintage Luxury
Fashion (pp. 167-183). Palgrave Macmillan, Cham.
 Sekaran, U. and Bougie, R., 2016. Research methods for
business: A skill building approach. John Wiley & Sons.
 Simonson, I., 2016. Imperfect progress: An objective quality
assessment of the role of user reviews in consumer decision
making, a commentary on de Langhe, Fernbach, and
Lichtenstein. Journal of Consumer Research, 42(6), pp.840-845.
 Rishika, R., Kumar, A., Janakiraman, R. and Bezawada, R., 2013.
The effect of customers' social media participation on customer
visit frequency and profitability: an empirical
investigation. Information systems research, 24(1), pp.108-127.

THANK YOU