University of Twente Student Theses
The relationship between influencer marketing and purchasing intention
Vries, S.J. de (2023) The relationship between influencer marketing and purchasing intention.
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| Abstract: | In this modern day and age, information travels rapidly and marketers are able to interact much more closely with the consumer now that social media influencers are an useful marketing tool. In this thesis. For this empirical research a questionnaire was created to collect data and 124 valid responses were used for the data analysis. The results at first glance show that the influencer scores better in terms of word of mouth and trust in relation to purchasing intention, however, surprisingly, the traditional celebrity endorser scores better in terms of brand image. However, none of the hypothesized relationships are significant. Therefore more research is needed to gain an understanding in this subject. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/94036 |
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