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How Influencers Marketing Motivates Consumers’ Buying Behaviour

A focus group investigation of the impulse buying behaviour via Chinese millennials’ lens

Written by G. Wang, W. Gao

Paper category

Master Thesis

Subject

Business Administration>Marketing & Sales

Year

2020

Abstract

Thesis: Influencers Marketing influencers are those who have a reputation for their knowledge and expertise on specific topics. They regularly post on the topic on their favorite social media channels and attract a large number of enthusiastic fans who actively follow their opinions (Jin, Muqaddam and Ryu, 2019). Internet celebrity marketing research is divided into two important aspects, which are related to the influence factors of celebrity popularity expansion, and the influence of Internet celebrities on consumer or audience behavior (Jin & Seung, 2014). The credibility of Internet celebrity sources includes three aspects, including attractiveness, credibility and personal ability. Those influencers with higher source credibility are more likely to establish connections and friendships with consumers, so they are more likely to influence consumers (Jin & Seung, 2014). The establishment of friendship and the number of followers are important indicators to measure the social influence of influencers and online social resources (Granovetter, 1973). Tong et al. (2008) declared that consumers have more trust in influencers who have more followers. Therefore, not only do consumers trust mass and mainstream influencers more, but when consumers accept influence to establish or maintain customized relationships with others, they trust influencers (Kelman, 2006). In addition, those who look attractive can also affect consumers. Social identity is part of self-concept. When consumers and some influencers have social identities, the psychological gap between ordinary people and influencers will disappear (Aron, Aron & Smollan, 1992). Therefore, Internet celebrities can attract consumers and keep consumers interested for a long time; in other words, the unique appeal of Internet celebrities retain consumers. For example, the song is the unique attraction of a singer influencer, or the fashion dress code summarizes the unique attraction of a fashionable Youtuber. Followers imitate Internet celebrities to consciously shape their own values ​​and change their lifestyles, which brings them a strong sense of social identity (Fraser & Brown, 2002). The professionalism of Internet celebrities is also a very prominent feature. Mowen, Park and Zablah (2007) and Thakur et al. (2016) pointed out that the knowledge and expertise of fashion leaders have a significant impact on their followers, and expertise is considered a reliable source of information. On the other hand, the quality of the content shared with fans is the key to increasing the success rate of the account (Huffaker, 2010). Taking these factors into account, the language diversity, self-confidence, dialogue and emotions of Internet celebrities are all powerful driving forces that affect the abilities of Internet celebrities (Hashoff, 2017), which are closely related to their professional level. 2.4 Consumer emotions and impulsive buying behavior The emotions describe people's psychological state. In psychology, emotions are the psychological reactions that people form when they accept external stimuli, which are used to evaluate whether the stimulus meets their own needs or expectations. As a branch of passion, consumer emotion connects emotion with the consumer's experience in the shopping process. Consumer emotions are the psychological responses to products and services in the shopping process (Mano & Oliver, 1993). Different products and services that consumers are exposed to will not only produce a series of positive emotions, such as happiness, excitement, and happiness, but also a series of negative emotions, such as boredom, anger, disappointment, etc. In this process, emotions are not static; due to certain stimuli, consumers' emotions may fluctuate from positive emotions to negative emotions or vice versa, which means that this is a dynamic process (Mano & Oliver, 1993). Some people think that positive emotions and negative emotions are the two extremes of emotions. They conflict with each other and cannot exist at the same time (Baker, Levy & Grewal, 1992). Rick, Pereira, and Burson (2014) found that the concept of shopping therapy is real. Some people think that consumers' emotions are dynamic, somewhere in between; usually, consumers will not have extreme joy or extreme anger (Westbrook & Oliver, 1991). Gardner & Rook (1993) studied the impact of impulse buying on consumers' post-purchase evaluation status, and found that positive emotions are more likely to cause impulse buying behavior than negative emotions. And negative emotions. Plutchik (1980) believes that the existing concepts of consumer emotion lack consistency and it is difficult to use any one of them to make a clear definition. However, it is pointed out that the characteristics of consumer emotions can be more clearly defined. The most important aspect of consumer sentiment is the response to a specific situation (Clore, Ortony, Foss, 1987). Some people define emotions as consumers' reactions when shopping or using products. It is based on consumers' perception of specific attributes of products or services (Richins, 1997). This response is not only complicated, but also related to consumer self-esteem (Djafarova & Rushworth, 2017). Impulsive buying preferences play a mediating role between personality emotions and snacking habits, and personality attitudes are related to low self-esteem (Verplanken et al., 2005). With the development of emotion research, people are committed to the study of emotion classification. The classification of emotion comes from Watson, Clark and Tellegen (1988) Read Less