The Influence of Internet Celebrity Brand IP Marketing on Consumers’ Purchase Intention
业务
广告
营销
互联网
计算机科学
万维网
作者
Chidinma Nwoha
出处
期刊:Journal of Global Economy, Business and Finance [Century Science Publishing Co] 日期:2022-03-31卷期号:4 (3)
标识
DOI:10.53469/jgebf.2022.04(03).02
摘要
Influencer marketing is a marketing technique of working with social media users, celebrities, and other content creators who have a strong social media presence.Instead of reaching out to the target market, the brand owners employ or collaborate with a well-known person to promote their brand to a large audience of consumers.The influencer marketers prefer opting for people who can influence consumers' cognitive processes and purchase decisions.In this paper, the researcher has tried to establish a relationship between various factors like Physical Attractiveness, Source Credibility, Brand Match-Up with Consumer Purchase Intention.The researcher has used systematic sampling techniques for the study and collected data from people from various parts of India.The sample size for this study is 230 and the responses were collected through an online survey.Along with the primary data, secondary data was also collected to get a deeper understanding of the topic.