The impact of social media influencers purchase intention in the Philippines

Jurnal Studi Komunikasi

article

Jerico John G. Dalangin¹  James M.B. McArthur²  Jan Benedict M. Salvador³  Angelika B. Bismonte³ 

[1] De La Salle University;University of Denver;De La Salle Araneta University

关键词: social media;    influencer;    buying intention;    consumer behaviour;    advertising;   

DOI  :  10.25139/jsk.v5i3.3708

学科分类：社会科学、人文和艺术（综合）

来源: Faculty of Communications Science Dr Soetomo University

【 摘 要 】

The study aims to determine consumers' perception of the advertising efficacy of social media influencers regarding their purchase intention. The researcher believes that specific strategies and skills should be customised to attract consumers' buying intention for an influencer to be effective across social media. The study adopted the "social media influencer questionnaire" developed by Xin Jean Lim. It is an organised questionnaire designed to assess and analyse the effectiveness of social media influencers connected to consumers' purchase intention. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129 female participants, 71 male participants and mostly from 18 to 24 years old. The respondents' assessment implies that an influencer who establishes most of their honesty and is trustworthy can change consumers' behaviour and purchase intention. Attractiveness and relationships with the product are seen to be also adequate. The respondents' assessment also implies that there is an optimistic and agreeable attitude towards the different advertising efficacy of an influencer for the purchase intention of consumers. Furthermore, there is a significant relationship between the advertising effectiveness and purchase intention of consumers. Female respondents have a higher perception of social media influencers than male respondents because women use the internet more often.

【 授权许可】

CC BY-SA