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Does your Brand need Online Influencer Marketing? It depends

A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.

Written by N. Dreifaldt, T. Drennan

Paper category

Master Thesis


Business Administration>Marketing & Sales




Master Thesis: Examples of international network influencers To illustrate the meaning of the term international network influencers, in this study, three influencers are used as examples, as shown in Table 1. Each of these examples has international sponsorship, so it is believed that advertisers will have an impact on consumers' purchasing intentions in the online market. Therefore, they have contributed to the study of this international phenomenon. Examples of international influencers come from a handy sample of influencers known to the author. They are Megan Bowen and Claudiapia who live in South Korea and Kennie J.D who lives in the United States. These Internet celebrities have different methods of content creation. They all review products, and occasionally promote and accept sponsorships from various brands from different countries. Therefore, they promote products that are different from their own COO and attract an international audience (Youtube, 2019). 3. Theoretical background and framework This section defines and discusses the concepts of chief operating officer, brand image, and influencer marketing studied in contemporary research. In addition, the theory of consumer culture is also elaborated. Since research on the concept is not so extensive, additional attention has been paid to the phenomenon of influencer marketing. 3.1 Online purchase intention Globalization and technological progress have created a new online market, which gives consumers the choice and opportunity to shop online both domestically and across borders (Safari et al., 2013). Therefore, due to online transactions, Internet use has caused changes in consumer purchasing behavior (Shareef et al., 2015). The tendency of consumers to purchase online is called online purchase intention (Akar & Nasir, 2015; Dvrsubrahmanya & Madhusudhana, 2017). Shareef et al., (2015) report that consumers' online buying behavior is different from traditional buying behavior because consumers are worried about different elements of online stores. Despite the increasing frequency of Internet use, research has shown that consumers experience a certain degree of risk when shopping online (Akar and Nasir, 2015; Forbes and Vespoli, 2013; Zhang and Liu, 2011). Wu, Huang, and Fu (2011) believe that perceived risk is a personal belief that online transactions will lead to negative results, because online purchases will lead to higher perceived risks, such as the privacy and security of personal data. They further stated that they did not know that the supplier would advertise to the risk and caused additional mistrust based on the lack of knowledge about their data privacy management. Reputation is another factor that consumers consider and investigate when considering buying from online vendors (ibid.). 3.4 Online influencer marketing Although social media platforms (such as Facebook, Instagram, Twitter, and blogs) have millions of users worldwide, there are still some users who dominate social networks through their online activities (More & Lingam, 2017). Researchers define influencers as content creators who stimulate actions among community members within their networks because members share common interests (Trivedi, 2018; Uzunoğlu and Misci Kip, 2014). More and Lingam (2017) define online influencers as individuals who influence the opinions of potential consumers through the Internet on social media, and by doing so, influencers help potential consumers make purchasing decisions. They further believe that the opinions of influencers are crucial in both marketing and opinion mining, and claim that social influence is a driving force that influencers can manipulate within their networks to create trends. Accordingly, Uzunoğlu and Misci Kip (2014) describe the work of influencers as mediators of information that can influence consumers belonging to different communities within the influencer network. Previous research has shown that online influencers tailor their content to be original and engage in ways that more traditional influencers (such as celebrities) cannot do (Trivedi, 2018). However, according to Xiao et al. (2018), the Internet gives its users the power to manipulate information; therefore, accurate information from honest sources will induce trust, which leads to credibility of the information. In addition, companies are seeking to exploit and use the advantages of influencers' relationships with their followers (Xiao et al., 2018). Therefore, social media influencers have become the other party that independently recognizes the company's products and services through different social media platforms (Freberg et al., 2010). Some researchers believe that these endorsements are overwhelming and deprive the company of authority, which means that it will lead to potentially dire consequences (Gorry & Westbrook, 2009). In addition, as consumers become more and more influential in marketing communications, Gorry and Westbrook (2009) report that companies have less control over consumer information about their products and services. Nevertheless, many companies have begun to incorporate influencers into their marketing and communication strategies (Frebergetal., 2010; More & Lingam, 2017; Uzunoğlu & Misci Kip, 2014). Influencer marketing aims to maximize the dissemination of the company’s products in the following ways The information about the services and services allows influential people to recommend and review products for their audiences (also known as followers) on social media platforms. Read Less