THE RISE OF INFLUENCER CULTURE: INVESTIGATING THE EFFECTS OF

INFLUENCER MARKETING ON CONSUMER BEHAVIOUR AND BRAND

RELATIONSHIPS THROUGH THE THEORY OF PLANNED BEHAVIOUR

INTRODUCTION

Background

In recent years, influencer culture has experienced an unprecedented rise, transforming the
landscape of marketing and consumer behaviour (Miton, Wolf, Vesper, Knoblich, & Sperber
2020). Influencer marketing, which involves collaboration between brands and individuals
with substantial online followings, has emerged as a powerful tool for shaping consumer
attitudes and purchasing decisions (Jin, Muqaddam, & Ryu, 2019). The ability of influencers
to create authentic and relatable content has enabled them to establish deep connections with
their audiences, influencing their preferences and behaviours (Zhou, Blazquez, McCormick,
& Barnes, 2021). As this phenomenon continues to reshape the marketing landscape, it
becomes crucial to investigate the effects of influencer marketing on consumer behaviour and
brand relationships.

The theory of planned behaviour (TPB) provides a valuable frame of reference for
understanding and analysing the impact of influencer marketing on consumer behaviour
(Ajzen, 1991). Developed by Icek Ajzen, TPB posits that individuals' behavioural intentions
are influenced by three key factors: their attitudes toward the behaviour, subjective norms,
and perceived behavioural control. These factors collectively shape an individual's intentions,
which, in turn, guide their actual behaviour. By applying the TPB framework to the context of
influencer marketing, researchers can gain insights into how influencers shape consumer
attitudes, social norms, and perceptions of control, ultimately leading to changes in consumer
behaviour.

The application of the theory of planned behaviour in this research will enable a
comprehensive examination of the effects of influencer marketing on consumer behaviour
and brand relationships. By investigating the attitudes, subjective norms, and perceived
behavioural control associated with consumer responses to influencer content, this study aims
to uncover the underlying mechanisms through which influencer marketing influences
consumer behaviour and brand relationships (Ajzen, 1991). Additionally, the TPB framework
will allow for the exploration of factors that moderate the relationship between influencers
and consumers, such as the credibility of influencers (Miton et al., 2020), the nature of the
product or service being promoted, and the characteristics of the target audience (Jin et al.,
2019).

By utilizing the theory of planned behaviour as a theoretical framework, this research will
contribute to the existing literature on influencer marketing and consumer behaviour. It will
provide a comprehensive understanding of the role influencers play in shaping consumer
attitudes, intentions, and behaviours, and shed light on the mechanisms through which
influencer marketing impacts brand-consumer relationships (Kim, & Kim, 2022). This study
aims to offer valuable insights and implications for marketing practitioners, enabling them to
develop more effective influencer marketing strategies and strengthen brand-consumer
connections (Zhou et al., 2021).

Significance of The Study

The present study holds significant implications for both academic research and marketing
practice. Firstly, it contributes to the growing body of literature on influencer marketing by
providing a comprehensive examination of the effects of influencer marketing on consumer
behaviour and brand relationships. This research builds upon prior studies that have primarily
focused on isolated aspects of influencer marketing, such as purchase intentions or brand
perceptions (Taylor, 2020). By employing the Theory of Planned Behaviour as a theoretical
framework, this study offers a holistic understanding of the underlying psychological
mechanisms that drive consumer responses to influencer-driven brand content. Such insights
are crucial for marketers seeking to develop effective influencer marketing strategies that
resonate with their target audience.

Secondly, the study contributes to the body of knowledge on consumer behaviour by

investigating the role of attitudes, subjective norms, and perceived behavioural control in the
context of influencer marketing. Understanding how these determinants influence consumer
intentions and behaviours can help marketers tailor their influencer campaigns to better align
with the values, preferences, and social influences that shape consumers' decision-making
processes (Harm, Jeger, & Ivkovic, 2015). By identifying the key factors that drive consumer
engagement with influencer content, this research can inform marketers on how to enhance
the effectiveness of their influencer marketing initiatives and foster stronger brand-consumer
relationships.

Furthermore, the findings of this study have practical implications for brand managers and
marketing practitioners. The insights gained from the research can guide marketers in
identifying the most effective strategies for selecting and collaborating with influencers to
achieve desired outcomes (Leung, Gu, & Palmatier, 2022). By understanding the factors that
influence consumer behaviour and brand relationships in the context of influencer marketing,
marketers can allocate their resources more effectively and develop campaigns that maximize
the impact of influencer endorsements (Hugh, Dolan, Harrigan, & Gray, 2022). Additionally,
this study can inform the development of guidelines and best practices for influencer
marketing, helping brands navigate the ethical considerations and potential pitfalls associated
with this form of marketing communication (Harm et al., 2020).

Research Questions:

1. How do attitudes toward influencer content, subjective norms arising from influencer
endorsements, and perceived behavioural control over engaging with influencer-driven brand
content influence consumer purchase intentions?

2. To what extent does influencer marketing affect brand loyalty and brand-consumer
relationships?

3. Are there differences in the effects of influencer marketing on consumer behaviour and
brand relationships across different demographic segments, such as age, gender, and income?

Research Objectives:

1. To examine the impact of attitudes, subjective norms, and perceived behavioural control on
consumer purchase intentions in the context of influencer marketing, using the Theory of
Planned Behaviour as a theoretical framework.

2. To investigate the effects of influencer marketing on brand loyalty and brand-consumer

relationships, exploring the mediating role of consumer attitudes and purchase intentions.
3. To analyse potential variations in the effects of influencer marketing on consumer
behaviour and brand relationships based on demographic factors, such as age, gender, and
income, in order to identify target segments and tailor influencer strategies accordingly.

By addressing these research questions and achieving the research objectives, this study aims
to enhance our understanding of the effects of influencer marketing on consumer behaviour
and brand relationships. It seeks to provide insights that can guide marketers in developing
effective influencer strategies, fostering stronger brand-consumer connections, and
maximizing the impact of influencer endorsements.

LITERATURE REVIEW

The Rise of Influencer Culture

In recent years, the emergence of influencer culture has transformed the way brands and
consumers interact in the digital landscape. Influencer culture can be defined as a social
phenomenon in which individuals gain significant online influence and cultivate dedicated
audiences through their expertise, authenticity, and relatability (Brown, 2018; Duffett, 2017).
Influencers, often referred to as digital opinion leaders or social media personalities, leverage
their personal brand and social media platforms to engage and persuade their followers (Lin,
Li, & Liang, 2019).

The characteristics of influencer culture are rooted in the nature of social media and its ability
to facilitate widespread content dissemination, interaction, and audience engagement (Abidin,
2016). Influencers are known for their niche expertise in various areas such as fashion,
beauty, fitness, travel, or lifestyle, which establishes them as credible and knowledgeable
sources within their respective domains (Jin & Phua, 2014). Their content often combines
personal experiences, product recommendations, and storytelling, creating a sense of
authenticity and connection with their followers (Abidin, 2018; Khamis, Ang, & Welling,
2017).

Furthermore, influencers actively cultivate their online presence by building communities,

fostering two-way communication, and establishing relationships with their followers (Gil-
Or, Levi-Belz, & Turel, 2019; Jin & Phua, 2014). Their content is often characterized by high
levels of engagement, such as likes, comments, and shares, creating a sense of social proof
and reinforcing their influence (Hajjat, 2018). Influencer culture is driven by the symbiotic
relationship between influencers and their followers, wherein followers seek entertainment,
inspiration, and guidance, while influencers gain visibility, reach, and monetization
opportunities (Jin & Phua, 2014; Lin et al., 2019).

The rise of influencer culture can be attributed to several factors. First, the democratization of
content creation and distribution facilitated by social media platforms has empowered
individuals to become content producers and influencers (Abidin, 2018; Duffett, 2017).
Unlike traditional media, where gatekeepers controlled access to audiences, social media
allows anyone with an internet connection to share their perspectives and gain recognition
(Dwivedi, Merrilees, & Miller, 2020).

Additionally, the decline of traditional advertising effectiveness has led brands to seek
alternative marketing approaches, and influencer marketing has emerged as a viable strategy
(Gil-Or et al., 2019). Influencers' ability to connect with their followers on a personal level
has captured the attention of marketers, who recognize the potential of leveraging influencers'
credibility and reach to promote their products and services (Brown, 2018; Lin et al., 2019).

Influencer culture has largely become a significant phenomenon in modern society, vastly
changing the landscape of consumer-brand interactions. Influencers' expertise, authenticity,
engagement, and community-building efforts have established them as important figures
capable of shaping consumer behaviour and brand relationships. The democratization of
content creation and the decline and degradation of traditional advertising effectiveness have
contributed to the rise of influencer culture, making influencer marketing an increasingly
prevalent strategy in brand communication and promotion.
Influencer Marketing Strategies

Influencer marketing has experienced significant growth and evolution in recent years,
becoming a prominent marketing strategy employed by brands across various industries. This
rise can be attributed to several key factors and trends in the digital landscape (Gil-Or et al.,
2019; Lin et al., 2019).

One factor driving the growth of influencer marketing is the changing consumer behaviour
and the shift towards digital media consumption. Traditional advertising methods, such as
television commercials and print advertisements, have become less effective in capturing
consumers' attention, particularly among younger generations (Duffett, 2017). Consumers are
increasingly turning to digital platforms, such as social media, for entertainment, information,
and social interactions (Brown, 2018). As a result, brands have recognized the need to adapt
their marketing strategies to effectively reach and engage with their target audience.

The advent of social media platforms, such as Instagram, YouTube, and TikTok, has provided
fertile ground for the growth of influencer marketing (Jin & Phua, 2014; Khamis, Ang, &
Welling, 2017). These platforms offer influencers the ability to create and distribute content,
build a dedicated following, and interact with their audience in a more personal and authentic
manner (Abidin, 2016). Brands have capitalized on the popularity and influence of these
platforms by partnering with influencers who align with their target market and brand values
(Dwivedi, Merrilees, & Miller, 2020).

Another significant factor contributing to the growth of influencer marketing is the perceived
authenticity and trust associated with influencer-generated content (Hajjat, 2018). Unlike
traditional advertisements that are often seen as intrusive and promotional, influencer content
tends to be more organic and relatable, which resonates with consumers (Abidin, 2018).
Influencers are seen as trusted figures within their niches, and their recommendations and
endorsements carry weight with their followers (Gil-Or et al., 2019). Consumers perceive
influencer content as more genuine and authentic, fostering a sense of credibility and
reliability (Lin et al., 2019).

Additionally, the cost-effectiveness and targeting capabilities of influencer marketing have

contributed to its growth (Duffett, 2017). Compared to traditional advertising channels,
influencer marketing often requires lower financial investments while offering the potential
for high engagement and reach (Abidin, 2018). Brands can leverage influencers' existing
audiences to reach specific demographic segments or niche markets, maximizing the
relevance and effectiveness of their marketing efforts (Brown, 2018).

The evolution and change of influencer marketing has also seen the emergence of various
strategies and practices. Brands now engage in different types of influencer marketing
campaigns, such as product endorsements, sponsored content, and affiliate marketing
(Dwivedi et al., 2020). They carefully select influencers based on factors such as reach,
relevance to their target audience, and engagement metrics (Lin et al., 2019). Furthermore,
ethical considerations and transparency in influencer-brand partnerships have gained
importance, with regulations and guidelines being implemented to ensure transparency and
disclosure of sponsored content (Duffett, 2017; Gil-Or et al., 2019).

Influencer marketing has undergone significant growth and evolution, driven by changes in
consumer behaviour, the rise of social media platforms, the quest for authenticity, and the
cost-effectiveness of this marketing strategy. Brands are recognizing the value of partnering
with influencers to reach and engage their target audience in a more authentic and relevant
way. The diversity of influencer marketing strategies and the increasing focus on ethical
practices further underline the evolving nature of this marketing approach.

Theory of Planned Behaviour (TPB)

The Theory of Planned Behaviour (TPB) serves as a valuable theoretical framework for
understanding and predicting consumer behaviour in the context of influencer marketing
(Ajzen, 1991; Fishbein & Ajzen, 1975). TPB posits that an individual's behavioural intentions
are determined by their attitudes, subjective norms, and perceived behavioural control (Ajzen,
1991). Applying TPB to the study of influencer marketing provides a comprehensive
understanding of the factors that influence consumers' responses and engagement with
influencer-generated content (Lin et al., 2019).

Attitudes play a crucial role in TPB, referring to an individual's evaluation of the behaviour
and the associated outcomes (Ajzen, 1991). In the context of influencer marketing, attitudes
reflect consumers' positive or negative evaluations of influencer-generated content, such as
their perception of the content's credibility, informativeness, and entertainment value (Gil-Or
et al., 2019; Lin et al., 2019). Positive attitudes toward influencer content are likely to
increase consumers' intentions to engage with the content, leading to potential behaviour such
as sharing the content or making purchasing decisions influenced by the content (Ajzen,
1991; Lin et al., 2019).

Subjective norms refer to the perceived social pressure or influence individuals perceive from
their social environment when engaging in a specific behaviour (Ajzen, 1991). In the context
of influencer marketing, subjective norms capture the impact of influencers'
recommendations and endorsements on consumers' behaviour (Lin et al., 2019). Consumers
are influenced by the perceived social expectations and approval associated with following
the advice or recommendations of influencers they admire and trust (Gil-Or et al., 2019). The
endorsement of a product or service by an influencer can create a sense of social validation
and conformity, leading to increased consumer engagement and purchase intentions (Hajjat,
2018; Lin et al., 2019).

Perceived behavioural control refers to an individual's perception of their ability to perform

the behaviour and overcome any potential barriers or constraints (Ajzen, 1991). In the context
of influencer marketing, perceived behavioural control relates to consumers' perceived ability
to engage with influencer-generated content and their perception of the ease or difficulty in
taking the desired actions (Gil-Or et al., 2019; Lin et al., 2019). Factors such as technological
proficiency, access to social media platforms, and time availability can influence consumers'
perceived behavioural control in engaging with influencer content (Gil-Or et al., 2019).
Higher levels of perceived behavioural control are likely to lead to increased engagement and
interactions with influencer content, including sharing, commenting, and making purchasing
decisions based on the content (Ajzen, 1991; Lin et al., 2019).

Applying TPB to the study of influencer marketing allows for a comprehensive examination
of the factors influencing consumer behaviour and brand relationships in this context. By
investigating consumers' attitudes toward influencer content, the impact of subjective norms,
and perceived behavioural control, researchers can gain insights into the underlying
mechanisms that drive consumer engagement with influencer-generated content and the
subsequent effects on their behaviour and brand relationships (Lin et al., 2019).

It’s important to mention that the Theory of Planned Behaviour (TPB) provides a valuable
framework for understanding the factors influencing consumer behaviour and brand
relationships in the context of influencer marketing. Attitudes, subjective norms, and
perceived behavioural control serve as key determinants of consumer intentions and
subsequent behaviour. By applying TPB, it allows researchers to gain a valuable and much
deeper understanding of the psychological processes underlying consumer responses to
influencer-generated content and inform effective strategies for brands to engage with their
target audience.

Hypothesis

H1: Attitudes toward influencer-generated content positively influence consumer engagement

and behaviour.

H2: Subjective norms exert a significant influence on consumer engagement and behaviour in
the context of influencer marketing.

H3: Perceived behavioural control significantly affects consumer engagement and behaviour
in response to influencer-generated content.
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