Subject: influencer marketing, social media, credibility, purchase intention
Year: 2022
Type: Journal Article
Title: SOURCE CREDIBILITY THEORY APPLIED TO INFLUENCER MARKETING
Author: Bogoevska-gavrilova, Irena
Author: Ciunova-shuleska, Anita
Abstract: Social media represent a strategic resource for companies to promote and build relationships with consumers by using digital influencers, that have a base of followers interested in their content with a certain area of expertise. The purpose of the study is to analyze Instagram influencers’ credibility to determine the impact of social media users’ perceptions regarding influencers’ credibility on their purchase intention. A survey on a purposive sample of 76 Instagram users in North Macedonia that follow influencers was conducted. The results from regression analysis revealed that the trustworthiness and attractiveness of influencers positively affect customers’ purchase intention. Finally, recommendations are given to marketing managers regarding the effective use of influencer marketing for the purpose of increasing customers’ purchase intention.
Publisher: Institute of Economics-Skopje, University “Ss. Cyril and Methodius”, Republic of North Macedonia
Relation: Economic Development
Identifier: oai:repository.ukim.mk:20.500.12188/23757
Identifier: 1857-7741
Identifier: http://hdl.handle.net/20.500.12188/23757
