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Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial

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  • Anjali Chopra
  • Vrushali Avhad
  • and Sonali Jaju

Abstract

Recent marketing trends indicate the rise of influencers as an extension of word of mouth campaigns. As consumers turn to social media platforms, organizations are realizing the power of influencers in affecting a purchase decision. The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and social learning theory by Bandura and Walters (1963) as part of the qualitative research to identify key factors of influencer marketing that impact consumer behavior. The study revealed that both attitude toward influencers and perceived behavior control that allows increase in domain knowledge had a favorable impact on consumer behavior while the influence of peers had no effect. Further additional constructs namely personal relevance, inspiration, and trust had a positive impact on behavior while perceived risk did not have any effect. Product influencer fitment was an important criterion for consumers, as they followed the specific type of influencers for different product categories. Depending on the posts shared by influencers, consumers are impacted at four levels: increase in brand awareness, subject matter expertise, brand preference, and preference. Successful influencer marketing involves identifying the right type of influencer who will offer curated advice, stories, and suggestions to create engagement with the audience.

Suggested Citation

  • Anjali Chopra & Vrushali Avhad & and Sonali Jaju, 2021. "Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial," Business Perspectives and Research, , vol. 9(1), pages 77-91, January.
    • Handle: RePEc:sae:busper:v:9:y:2021:i:1:p:77-91
    DOI: 10.1177/2278533720923486
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    3. Khadija Adnan & Noor Amjad & Ayesha Iftikhar & Asma Nisar, 2023. "Study of the Effect of Influencer Marketing on Consumer Purchase Intention with Medators Brand Awareness and Brand Reputation: Organic Skin Care Products in Pakistan," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 124-133.
    4. Tak Jie Chan & Surug Saleh Taher & Miew Luan Ng & Asmaul Husna Haris Fadzilah, 2024. "Perceived Social Media Influencers’ Reputation of a Beauty Cosmetics Company: A Perspective of Customers," Studies in Media and Communication, Redfame publishing, vol. 12(2), pages 130-139, June.
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    7. Leite Ângela & Lopes Silvia & Rodrigues Anabela, 2023. "Who are Portuguese followers of social media influencers (SMIs), and their attitudes towards SMIs? An exploratory study," Management & Marketing, Sciendo, vol. 18(4), pages 556-576, December.

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