University of Twente Student Theses
The Impact of Influencer Expertise and Step-by-Step Guide on Purchase Intention of Skincare Consumers
Smalbergher, Cezara (2024) The Impact of Influencer Expertise and Step-by-Step Guide on Purchase Intention of Skincare Consumers.
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| Abstract: | In this new digital era, social media has become more and more part of people’s lives, making it a great source of information that users consistently turn to. The influence of social media on skincare is growing constantly, therefore its impact needs to be understood. This study investigated the impact of influencer expertise and step-by-step guides on purchase intention in skincare. The research was conducted by distributing an online questionnaire that resulted in 112 respondents. The analysis showed a positive effect of influencer expertise on purchase intention, although only marginally significant, and no significant effect of the step-by-step guide on purchase intention. In conclusion, this study stresses the importance of further analysing the impact of influencer expertise and step-by-step guides on purchase intention. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/100239 |
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