The Effect of Influencer Marketing on Consumer’s Online Purchase Intention

Woon, Yi Bin (2023) The Effect of Influencer Marketing on Consumer’s Online Purchase Intention. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research investigates the factors of influencer marketing that will affect purchase intention. Since the rising of social media platforms, more content creators have monetised their content by using the social media platform and this social media monetization is also known as influencer marketing. This research will be combined a few frameworks to form a new framework. The framework used in this research is the Theory of planned behaviours, Source credibility model and parasocial relationships. Other than that, this research will also investigate the post-purchase behaviour, which is the intention to recommend. Implementing this variable allows the researchers to investigate whether influencer marketing will help customer retention. So this study not only focuses on customer acquisition but also focusing on customer retention as well.