Η επίδραση του Instagram influencer marketing στην αγοραστική συμπεριφορά και στη στάση των καταναλωτών απέναντι στα brands
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Abstract
Instagram influencer marketing aims to select important individuals to leverage their influence, which is transmitted through messages via electronic word-of-mouth (eWOM). The purpose of this study was to investigate the effect of Instagram influencer marketing on consumer buying behaviour and attitudes towards brands. To answer the research questions, a quantitative online survey was conducted using a structured questionnaire. The sample of participants who took part in the survey is N=205 participants where majority of them are female. The main age category is 26-35 years. The analysis showed that Instagram influencer marketing influences the purchase intention of consumers. However, in case of increase in the price of products their purchase intention decreases. Regarding, the factors on which their purchase intention depends on the products, which influencers recommend on Instagram the most frequently mentioned factor is quality followed by price. Another important factor is the credibility of the influencer. Focusing on the second research question, the paper investigated the extent to which Instagram influencer marketing can influence consumers' attitudes towards brands. Participants seemed to be skeptical towards advertisements in general and need more information to trust a brand. Finally, this research showed some significant statistical relationship between the purchasing intention of consumers towards brands according to gender and age and the attitude towards brands according to gender.