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Influencer Marketing: Consumer Perce...

Draganova, Ivona.

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Influencer Marketing: Consumer Perception on Influencers and Its Role in Digital Communication Management.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Influencer Marketing: Consumer Perception on Influencers and Its Role in Digital Communication Management./
Author:	Draganova, Ivona.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	84 p.
Notes:	Source: Masters Abstracts International, Volume: 80-07.
Contained By:	Masters Abstracts International80-07.
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13424279
ISBN:	9780438752979

Influencer Marketing: Consumer Perception on Influencers and Its Role in Digital Communication Management.
Draganova, Ivona.

Influencer Marketing: Consumer Perception on Influencers and Its Role in Digital Communication Management. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 84 p.

Source: Masters Abstracts International, Volume: 80-07.

Thesis (M.S.)--Webster University, 2018.

This item must not be sold to any third party vendors.

The intention of this paper is to provide valuable insights for the theme of influencer marketing. It is a relatively new type of marketing whose usage is expected to increase in the future. The focus of this research is on consumers and their perception on influencers. Different characteristics of the influencers are analyzed to see what consumers mainly pay attention at and what influences them the most when considering to buy a product or service, such as the perceived physical attractiveness of the influencer, expertise, trustworthiness and positive association. The sample is drawn from the population of Bulgaria, and the project aims to provide valuable information for social media users and businesses that may find it useful for their activities, as well as for the general publics. The sample includes only people who are 18 years old or above and only those who have lived in Bulgaria for at least 2 years. An anonymous questionnaire has been posted online on a social media channel that allowed for gathering data for testing the research model empirically. At the end the results indicate that the perceived physical attractiveness, expertise and positive association with an influencer have an impact on purchase intent. There is no enough evidence to claim though, that trustworthiness is affecting the consumer's purchase intention.

ISBN: 9780438752979Subjects--Topical Terms:

536353
Marketing.

Influencer Marketing: Consumer Perception on Influencers and Its Role in Digital Communication Management.
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