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The Impact of Online Marketing Influencers on Consumer Purchase Decisions

A Case Study of Ghana

Written by A. O. Frimpong , A. Khurshed

Paper category

Master Thesis


Business Administration>Marketing & Sales




Master Thesis: The characteristics of influencers and influencers 2.2.1 Professional knowledge In this research, professional knowledge will be defined as having knowledge or experience of the product. The matching hypothesis mainly focuses on the physical attractiveness of the spokesperson, which has been criticized in further research (Lynch and Schuler (1994; Brain et al, 1998). According to Brain et al. (1998), in their “attractiveness and The research of "professional knowledge" shows that consumers pay more attention to professional knowledge rather than the attractiveness recognized by mere product spokespersons. However, do not underestimate the importance of the latter to their purchasing decisions. Lynch et al. (1994) also explained Relevant expertise shows that when muscle spokespersons endorse fitness equipment, they have more perceptual expertise than anyone else. A later study showed that the perceptual expertise of spokespersons is closely related to consumers’ purchase intentions, not just It is physical attractiveness (Holt, 2002). In fact, perceived professional knowledge is more useful than physical attractiveness. Therefore, when consumers think that the spokesperson has knowledge or experience of consuming products, they will react more positively (Holt, 2002). Consumers regard trust as the degree of confidence that the source is motivated to convey valid assertions Willemsen, Neijens, Bronner, and Ridder (2011). Some people believe that this function is used when influential people endorse a service The most relevant, because this effect can only be felt after purchase, and consumers do not see the benefits of prepayment (Brain et al., 2000). In an online market environment, consumers cannot actually touch and perceive the product and the seller , And unable to interact with it (Beldad & Steehoud, 2010). Therefore, people will experience a high degree of uncertainty. Therefore, trust is a key factor in the formation of positive purchasing decisions. Therefore, in the absence of trust, people will be unwilling Online interaction (Beldad & Steehoud, 2010). According to Beldad and Steehoud (2010), trust is usually related to reliability and confidence. This means that one person is willing to be vulnerable and predicts that others will behave well to them. Therefore, if one wants to To have a positive impact on consumer decision-making, the trust of influencers becomes extremely important. By providing trust and transparency, online influencers can establish long-term relationships with their followers (Liat & Wuan, 2014). Credibility is the key to repeat purchases Condition, because if a consumer is satisfied with a service or product endorsed by a celebrity, it will positively affect his or her decision in future purchase decisions, and vice versa (Djafarova et al., 2017). 2.3 Social proof and identification of influencers Identifying influencers is a very important role of the company, and the identified people must be able to use their influence to generate higher sales and greater profits (Galeotti & Goyal, 2009). This process seems difficult but achievable (Kirby & Marsden, 2006). Baer and Naslund (2011) argue that social identity is what makes a person accepted and legitimized in social media circles. Influencers increase their acceptance through the conversations they initiate, frequent interactions with followers, and the level of trust their followers believe they have (Baer et al., 2011). Online social proof is mainly represented by the number of "likes", comments, shares or reposts a person receives. However, they believe that the number of fans is a sign of popularity, not good performance. In addition, Bell et al. (2011) believes that what matters is influence, not just popularity. Therefore, marketers focus on finding influential influencers, and their fan base is characterized by responses and comments. This position has been affirmed by (Schaffer, 2013). Influence is measured by the degree of follower participation. For example, as a result of recommended links, feedback on emails and purchases and future purchases. 2.4 Purchase intention and online purchase intention One of the main facts and cores of online purchase is the intention carried by people. Researchers hope to study that purchase intention is the result of consumer purchase behavior, and the two are interrelated (Goyal, 2014). Studies have shown that intention is an indicator of the degree to which people are willing to show a certain behavior and how much effort it takes to show this behavior (Ajzen, 1985). In essence, intention is a strong sign of future events (Vineyard, 2014). Meskran et al. (2013) defined online purchase intention as the willingness of consumers to conduct online transactions. Buying online is a process that requires intention first. This triggers consumers to browse the product, which may lead to the final purchase of the said product (Vineyard, 2014). Therefore, Vineyard concluded that the purchase intention is the possibility of a customer to purchase a specific product or service. According to Goyal (2014), purchase intention is also the tendency to purchase products in the future. In addition, the concept of purchase intention can be linked to the components of consumer cognitive behavior, so that consumers plan and intend to purchase a certain product or purchase a certain service (Hosein, 2012). In order to make an intentional and final purchase, consumers must collect information, evaluate them, and make decisions based on their previous experience, preferences, and external environment (Chi, Yeh, & Tsai, 2011). This means that purchase intention is of great significance. Read Less