GROUP 3

PT # 1

Topic: Influence of influencer marketing on online sale

Title: THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION AND THE MEDIATION
EFFECT OF CUSTOMER ATTITUDE

Objective/ Aim/ Purpose:

Social media influencers are first explored in the advertising field, particularly to create buzz in the
younger markets and further expand social media coverage in businesses. This study is designed to
investigate the effectiveness of social media influencers, focusing on source credibility, source
attractiveness, product match-up, and meaning transfer.

Result/ Finding:

Data collection was designed using the purposive sampling method and the dataset of 200 respondents
was then analyzed using PLS-SEM technique. All hypotheses are found to be supported except for
source credibility. Mediating effects of consumer attitude are also determined. Implications, limitations,
and suggestion for recommended research are further discussed.

Link:
https://www.researchgate.net/publication/321832168_The_Impact_of_Social_Media_Influencers_on_P
urchase_Intention_and_the_Mediation_Effect_of_Customer_Attitude

Title: IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY DIMENSIONS ON CONSUMER BEHAVIOR

Objective/ Aim/ Purpose:

This research aims to investigate the impact of social media influencer’s credibility dimensions
(Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention
of customers and customer's attitude towards the brand). This proposed theoretical framework is based
on social learning theory and the theoretical implications of the previous literature which is related to
social media influencer marketing.

Result/ Finding:

For this empirical study, the data has been collected from Pakistani consumers who are following social
media influencers who share and endorse products related to the fashion industry. Data is collected
from 149 individuals out of which 135 were valid respondents

Link:

https://www.google.com.au/url?q=http://hj.diva-portal.org/smash/get/diva2:1687888/
FULLTEXT01.pdf&sa=U&ved=2ahUKEwibx_z_qbGEAxVy3jQHHfZWCIgQFnoECAkQAg&usg=AOvVaw2yGG
eMVp63czFi1zRcV-0K
Title: Influence of Social Media Marketing on the Purchase Intention of Gen Z

Objective/ Aim/ Purpose:

The purpose of this paper is to identify the influence of social media marketing on the purchase
intention of Gen Z. A self-administered questionnaire is developed and distributed to 424 respondents
who are born after 1994.

Result/ Finding:
The study finds social media marketing more effective than the traditional method of marketing on
Gen Z indicating that social media marketing has a positive impact on their purchase intention, brand
awareness, product perception, brand loyalty and customer-business interactions. It also reveals
that developing the brand awareness, brand loyalty, product perception and customer-business
interactions through social media marketing can ultimately influence the purchase intention of Gen Z.

Link:

https://www.researchgate.net/publication/
339164968_Influence_of_Social_Media_Marketing_on_the_Purchase_Intention_of_Gen_Z

Title: Understanding influencer marketing: The role of congruence between influencers, products and
consumers

Objective/ Aim/ Purpose:

To understand consumers’ behavioral intentions when they encounter product recommendations from
fashion influencers on Instagram, this study addresses the congruence among the three inherent
contributors to any influencer marketing campaign: the influencer, the consumer (or follower), and the
sponsored brand. The study involves 372 followers of a famous fashion influencer.

Result/ Finding:

Results confirm that when influencer–consumer congruence is fixed and high, high (low) influencer–
product congruence prompts high (low) consumer–product congruence. Strong congruence between
the consumer and product then generates more favorable attitudes toward the product, as well as
higher purchase and recommendation intentions, ensuring optimal returns on influencer marketing
campaigns.

Link:

https://www.researchgate.net/publication/
352120476_Understanding_influencer_marketing_The_role_of_congruence_between_influencers_prod
ucts_and_consumers?
fbclid=IwAR0NR8u5fE1xm0vu2G9npxIhfxM2S271XIhtabHo3j3cWyP_1VhiHVVTh24
Title: Perceived authenticity of social media influencers: scale development and validation

Objective/ Aim/ Purpose:

Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's
persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for
perceived authenticity of social media influencers (PASMIs). This prevents practitioners from effectively
assessing consumers' perceptions of an influencer's authenticity prior to a potential partnership. To
provide better guidance, this research develops and validates a scale of PASMI as well as examines the
relationships between the underlying dimensions of the scale and key consumer behavior variables.

Result/ Finding:

Results suggest that perceived SMI authenticity is a multidimensional construct consisting of sincerity,
truthful endorsements, visibility, expertise and uniqueness. Each of the five dimensions has varying
effects on consumers' evaluation of an SMI, willingness to follow an SMI, and intention to purchase
products that SMIs recommend.

Link:

https://www.emerald.com/insight/content/doi/10.1108/JRIM-12-2020-0253/full/html

Title: Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded
Content on Social Media

Objective/ Aim/ Purpose:

he present study involves preliminary research to understand the mechanism by which influencer
marketing affects consumers via social media. It proposes an integrated model – social media influencer
value model – to account for the roles of advertising value and source credibility.

Result/ Finding:

Partial least squares path modeling results show that the informative value of influencer-generated
content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect
followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and
purchase intentions. Theoretical and practical implications are discussed.

Link:

https://www.researchgate.net/publication/
328620597_Influencer_Marketing_How_Message_Value_and_Credibility_Affect_Consumer_Trust_of_B
randed_Content_on_Social_Media
Title: The Power of Influence: Traditional Celebrity Endorsement vs. Social Media Influencer
Endorsement

Objective/ Aim/ Purpose:

This article examines how YouTube and Instagram micro-celebrities are able to influence pop culture
trends in regards to fashion and beauty at greater extents than the traditional celebrity. From their
ability to create communities where users feel more connected to the influencer through higher levels
of engagement, authenticity, and reliability, we can conclude that social media stars have the upper
hand in endorsing products

Result/ Finding:

From the implications of the social media star’s greater amount of influence on consumers, I conclude
that product marketing efforts should prioritize using social media celebrities as their main advertising
platform due to more efficient audience penetration and influence to buy. This, in turn, will result in
attaining a substantial grasp of consumer attention and spending to drive higher sales and bring more
attention to the company brand.

Link:

https://scholarcommons.scu.edu/engl_176/32/

Title: Investigating the impact of digital influencers on consumer decision-making and content outreach:
using dual AISAS model

Objective/ Aim/ Purpose:

In this article, we have investigated the effects of fashion influencers on consumers’ decision-making
processes and their content outreach on Instagram by embracing new behavioral consumption model
‘dual AISAS model’, which is upgraded version of AISAS Model.

Result/ Finding:

. Our findings demonstrate that every path in dual AISAS model is found significant and have profound
effect. It reveals that fashion influencers exert powerful influence on consumers’ decision-making
process. Being so influential, they grab the consumers’ attention immediately, engage them, and get
wider outreach by upturn in consumer intention in order to spread the fashion content within private
networks as well as extended networks. The findings hold robust implications to both theory and
practice. Some limitations of the present study offer boulevards to future scholars

Link:
https://hrcak.srce.hr/file/435665

Title: Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect
Purchase Intention?

Objective/ Aim/ Purpose: This study aimed to measure the influence of social media influencers,
destination image, and brand image on the purchase intention of tourists who visited the Bratan
Lake, Bedugul, a major tourist attraction.

Result/ Finding:

The results show that social media influencers, destination image, and brand image have a positive and
significant effect on purchase intention. Brand image has a higher correlation-coefficient value
compared to destination image with regard to purchase intention. This indicates that the manager of a
tourism destination should take into account the price paid by tourists for the attributes and the
benefits they receive. The three indicators of brand image are quality, track record, and reliability,
indicating that tourists will look to fulfill their previously held expectations during and after traveling.

Link:

https://www.researchgate.net/publication/
340534363_Role_of_Social_Media_Influencers_in_Tourism_Destination_Image_How_Does_Digital_Mar
keting_Affect_Purchase_Intention

Title: "Impact of Social Media Influencers on Purchase Intention of Millennial: The Moderating Role of
Homophily"

Objective/ Aim/ Purpose: This research aims at providing a meta-analysis of empirical findings of the
literature on the characteristics of social media influencers on customer engagement and purchase
intention

Result/ Finding:

Results revealed that these characteristics have a moderate to high correlation with customer
engagement and purchase intention. The entertainment value of social media influencers has the
strongest association with customer engagement among all the attributes studied in this analysis. It also
concluded that the credibility of influencers impacts purchase intention more than any other attribute.
This work provides a novel approach to reducing the heterogeneity in influencer marketing research by
empirically specifying the directions of relationships and the extent of the effect of these relationships.

Link:

https://www.mdpi.com/2071-1050/15/3/2744
 GROUP 3

PT#2

Similarities:

1. Some studies explore the role of credibility, authenticity, and congruence in the context of influencer
marketing.

2. The studies employ different methodologies and research approaches to understand and analyze the
influence of social media influencers.

3. The impact of digital marketing on consumer decision-making and behavior is a common theme
across several studies.

4. All studies aim to understand and analyze the influence of social media influencers on consumers'
purchase intention or behavior.

5.Each study discusses practical implications for businesses or marketers, providing insights into how
they can leverage influencer marketing effectively to enhance brand awareness, increase purchase
intention, and improve overall marketing strategies.

Differences:

1.Each study has a different focus within the realm of influencer marketing, ranging from the impact on
purchase intention of specific demographics like Gen Z or millennials to the role of influencers in shaping
consumer behavior and decision-making processes.

2.Variation exists in the methodologies employed and sample sizes utilized, such as data collection
methods, statistical techniques, and sample demographics (e.g., Pakistani consumers, Gen Z
respondents, followers of fashion influencers).

3.The variables examined vary across studies, including influencer credibility dimensions, congruence
between influencers, products, and consumers, perceived authenticity of influencers, and the impact of
influencers on brand image and purchase intention.

4.While some studies find significant support for their hypotheses, others may find mixed results or
focus on scale development and validation. Each study offers unique implications and suggestions for
future research based on its findings.
5.The context and industry focus of the studies also differ, such as fashion, tourism, or general consumer
behavior, highlighting the versatility and applicability of influencer marketing across various sectors and
domains.

Gaps:

Existing studies often focus on the overall effectiveness of influencer marketing without delving into the
nuanced factors that contribute to consumer behavior and attitudes towards products promoted by
influencers. This study aims to address this research gap by examining the roles of source credibility,
source attractiveness, product match-up, and meaning transfer in the context of influencer marketing
and their impact on purchase intention and customer attitudes in online sales. By exploring these
specific factors, this research can provide valuable insights into the effectiveness of influencer marketing
strategies and their influence on consumer behavior in the online sales environment.