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The Impact Social Media Influencers Have on Consumer Purchase Intentions: A Study Understanding the Influence Beauty Gurus Have on Younger Generations

Tumsah, Amirah (2021) The Impact Social Media Influencers Have on Consumer Purchase Intentions: A Study Understanding the Influence Beauty Gurus Have on Younger Generations. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study examines the impact of social media influencers (SMIs) on the purchase intentions of consumers. This study’s main aim is to add the understanding of the influence of beauty gurus on younger generations. This study sets out to attain the following objectives: 1) to investigate the trend of social media influencing in the Beauty products industry. 2) to investigate the impact of beauty influencers trustworthiness on consumer purchase intentions of younger generations. 3) to investigate the impact of beauty influencers expertise on consumer purchase intentions of younger generations. The study adopted the source credibility theory to explain the various the relationship among the study variables. The study adopted a survey research design. The convenience nonprobability sampling techniques was utilized in selecting the respondents and a sample of 200 respondents was selected for the study. Self-administered questionnaires which were distributed on an online platform were used to collect data for this study. Cronbach's Alpha was utilized to examine as well as examine the reliability of the tool, it presented an Alpha of 0.716. Preliminary testing was performed using 30 WhatsApp users. The collected data were analyzed using a combination of descriptive statistics, correlation, and regression analysis. The study found a statistically significant positive correlation between beauty influencers trustworthiness and consumers purchase intentions with a correlation coefficient of 0.302 and significance at the 1% significance level. There was also a positive correlation between beauty influencers expertise and consumers purchase intentions with a correlation coefficient of 0.819 and significance at the 1% significance level. The results show both a significant negative impact of beauty influencers on consumers purchase intentions and positive impact of beauty influencers on consumers purchase intentions. The study recommended that brand owners and advertising agencies should make use of social media influencers who have expertise about advertised products and service as they will be in better position to pass accurate information about the product to the consumers which will in turn influence the purchase intentions.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Advertising
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 05 Mar 2022 10:46
Last Modified: 05 Mar 2022 10:47
URI: http://norma.ncirl.ie/id/eprint/5541

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