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Influencer marketing and purchase intentions : how does influencer marketing affect purchase intentions?

Johansen, Ida Kristin; Guldvik, Camilla Sveberg
Master thesis
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URI
http://hdl.handle.net/11250/2453218
Date
2017
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  • Master Thesis [3258]
Abstract
Influencer marketing has been experiencing a wave of popularity the last years, and

predicted to be the marketing strategy of 2017. Since influencer marketing is a relatively new

term, it has no academic definition, and a scarce theoretical foundation exists. Earlier research

on influencer marketing has mainly focused on identifying influencers and if they are

perceived to be credible. To the best of our knowledge there has been no research investigating

the relationship between influencer marketing and purchase intention. Therefore, this master

thesis sets out to investigate how influencer marketing affects consumers’ purchase intentions

based on the theoretical framework Theory of Reasoned Action. By studying how influencer

marketing affects the theoretical framework, we combine the fields of marketing strategy with

consumer behaviour. In addition, we have examined how influencer marketing measures up

against regular online advertisement. A modified experiment was conducted through the

means of an online questionnaire distributed through Facebook. The questionnaire generated

responses from 180 respondents, and the results show as expected that influencer marketing

positively influences consumers’ “attitude towards the behaviour”, and has no effect on

consumer “subjective norm” in the Theory of Reasoned Action framework. However, more

surprisingly the results show that influencer marketing has no direct effect on consumers

purchase intention, and that influencer marketing is not a more efficient marketing strategy

than regular online advertisement. Still, we encourage more research into the field of

influencer marketing to further examine this result.

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