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Unravelling influencer power: Analysing the impact of digital influencers on the purchase intentions of Indonesian football fans

Author

Listed:
  • Kusuma, Yoseph Benny

    (Department of Management, Indonesia)

  • Surachman,

    (Department of Management, Indonesia)

  • Rohman, Fatchur

    (Department of Management, Indonesia)

  • Puspaningrum, Astrid

    (Department of Management, Indonesia)

Abstract

This paper examines factors influencing intentions to purchase football club merchandise, emphasising the roles of digital influencers and subjective norms. A quantitative approach was employed, gathering data from online questionnaires within Indonesian football communities. The results reveal that product attributes positively impact purchase intentions, while attitude mediates the relationship between product attributes and intentions. Digital influencers are found to significantly influence intentions, partially mediated by subjective norms. The findings offer valuable insights for football club marketing strategies, highlighting the powerful role of digital influencers. Limitations include data collection during the COVID-19 pandemic and a predominantly male respondent base. Future research could diversify samples and explore purchase intentions in different sports and merchandise categories. Overall, this paper contributes to understanding the factors shaping purchase intentions and emphasises the significance of digital influencers in consumer behaviour.

Suggested Citation

  • Kusuma, Yoseph Benny & Surachman, & Rohman, Fatchur & Puspaningrum, Astrid, 2024. "Unravelling influencer power: Analysing the impact of digital influencers on the purchase intentions of Indonesian football fans," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 9(1), pages 21-33, December.
    • Handle: RePEc:aza:jcms00:y:2024:v:9:i:1:p:21-33
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    More about this item

    Keywords

    purchase intentions; football club merchandise; product attributes; attitude; digital influencers; subjective norms; marketing strategies.;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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