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.

[img] PDF
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:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page