Author ORCID Identifier
Jagdish Bhagwat: 0000-0002-2823-3717
Abstract
Despite the increasing popularity of influencer marketing, the knowledge related to the parameters of influencer marketing affecting the brand knowledge and development of customer attitudes is scarce and not sufficiently explored. This research uses the tri-component attitude model to identify the impact of the credibility of mega influencer, content of the post and the congruence of the influencer with the brand on brand knowledge, affection and purchase intention of youth representing Gen Z for personal care products. We shortlisted the influencers to represent the Mega, Macro and Micro Influencer categories for our study. The survey instrument was a questionnaire developed on 7 point semantic differential scale and was administered to undergraduate and pot-graduate university students. The results of our study indicate that the content of the message and congruence of the influencer with the brand significantly influenced the brand knowledge and brand affection while the credibility of the influencer did not affect the brand knowledge or brand affection. Further, the brand knowledge mediated the relationship between (a) the content of the post and attitude towards the brand and (b) the congruence of influencer with the brand and attitude towards the brand. Managerial implications are discussed in the light of our findings.
Keywords
Influencer marketing, social media, purchase intention, attitude, brand knowledge, brand affection, cognitive, affective, conative, tri-component attitude model
Recommended Citation
Attri, Rekha and Bhagwat, Jagdish
(2023)
"Influencer Marketing in Data-Driven World,"
Management Dynamics: Vol. 23:
No.
1, Article 3: 129-142
DOI: https://doi.org/10.57198/2583-4932.1316
Available at:
https://managementdynamics.researchcommons.org/journal/vol23/iss1/3
