The Impact of Social Media Influencer Marketing on Purchase Intention in Bahrain

AlKoheji, Aysha; Hamdan, Allam; Hakami, Assma

doi:10.1007/978-3-031-35828-9_11

Cited by 2 publications

(1 citation statement)

References 19 publications

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“…Research has shown that authentic brand image will generate a positive attitude and behavior for consumers. In the consumer market, brand authenticity itself is a marketing strategy, especially in the process of new media marketing, brands need to pay more attention to their own brand image created for consumers on social platforms [4]. However, in the analysis of the new media marketing strategy of The North Face, we can see that in order to get closer to consumers, The North Face has established an effective communication channel, but at the same time, it is too pursuit of market trends, which leads to the decline of consumers' willingness to consume, and even loses some consumers who are loyal to the brand.…”

Section: The North Face-customer's Consumption Behavior Reduced By Th...mentioning

confidence: 99%

Market Insight and Strategy of Outdoor Sports Brand for New Media Marketing

Tan

2024

EHSS

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This study studies different outdoor brands from the perspective of new media marketing. As the number of social media users and the impact on the market continues to expand, creating a new media marketing strategy that is more in line with the brand itself has become a decisive factor for the sustainable development of the brand in the future. In the process of analyzing these three brands, this study first introduces their brand positioning and consumer types, then analyzes the advantages and disadvantages of their new media marketing strategies, and provides measures to improve their current new media marketing according to each brand. By fully integrating the concept of new media marketing with the dynamic demand of the market, this study can not only provide reference for other outdoor brands, but also enable brands in other fields to develop more effective new media marketing strategies according to their own conditions. Finally, through the analysis of new media marketing, this study will once again emphasize the current influence of new media marketing in the market, and the trend of gradual expansion in the future market development process.

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Section: The North Face-customer's Consumption Behavior Reduced By Th...mentioning

confidence: 99%

Market Insight and Strategy of Outdoor Sports Brand for New Media Marketing

Tan

2024

EHSS

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Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

Khuong An,

Thuy An Ngo,

Tu Tran

et al. 2024

Innovative Marketing

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The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vietnam. A quantitative approach was utilized, with data collected from 269 Vietnamese consumers through a structured questionnaire and analyzed using partial least squares structural equation modeling. The results showed that all three components of source credibility, including trustworthiness, expertise, and attractiveness, significantly and positively influenced consumers’ purchase intentions for beauty products. Among these factors, expertise had the strongest effect on purchase intention (β = 0.289, p &lt; 0.001), followed by trustworthiness (β = 0.216, p = 0.001), and attractiveness had the weakest influence on purchase intention (β = 0.195, p &lt; 0.001). Moreover, purchase intention was found to have a significant positive impact on purchase behavior (β = 0.545, p = 0.004). These findings provide valuable insights for marketing managers and companies seeking to optimize their influencer partnerships by selecting influencers whose credibility aligns with their brand values and leveraging their expertise to build consumer trust, drive engagement, and influence purchase decisions. AcknowledgementThe researchers express sincere gratitude to all the participants who participate in this research study.

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The Impact of Social Media Influencer Marketing on Purchase Intention in Bahrain

Cited by 2 publications

References 19 publications

Market Insight and Strategy of Outdoor Sports Brand for New Media Marketing

Market Insight and Strategy of Outdoor Sports Brand for New Media Marketing

Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

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