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The Impact of Influencers on Online Purchase Intent
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2017 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose:                  The purpose of this thesis is to explore the features that an influencer possesses or should possess and their impact on online purchasing intent for consumers.

Method:                   Results were derived from two focus groups interviews with 12 different consumers from various countries.

Conclusion:              Key findings reveal that perceived authenticity, together with trustworthiness, credibility, legitimacy, the expertise of the influencers and their honesty are the main features that have an impact on the consumers and the online purchase intent. Additionally, the study reveals that there are other factors besides the upper mentioned features of the influencers, that affect the online purchase intent of the consumers- the need for the product, its price, the recommendations, and some others.

Place, publisher, year, edition, pages
2017. , 64 p.
Keyword [en]
Influencers; Influencer Marketing; Online Purchase Intent; Consumers; Online Retailer; Trust
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-35754OAI: oai:DiVA.org:mdh-35754DiVA: diva2:1109584
Supervisors
Examiners
Available from: 2017-07-03 Created: 2017-06-14 Last updated: 2017-07-03Bibliographically approved

Open Access in DiVA

Lisichkova_Othman_MThesis(880 kB)111 downloads
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File name FULLTEXT01.pdfFile size 880 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf