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Impact of Social Media Micro-influencer on the Buying Behavior of lifestyle Product of Irish Millennials

Wahane, Ankur (2019) Impact of Social Media Micro-influencer on the Buying Behavior of lifestyle Product of Irish Millennials. Masters thesis, Dublin, National College of Ireland.

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Millennial generation has substantial purchasing power, its crucial to find how millennial generation react to the emerging concept of social media micro-influencer. The purpose of this study to build understanding around the micro-influencer marketing perspective and examine the impact of Social media micro-influencer on the buying behaviors of lifestyle product of Irish Millennials.

Interpretivist, inductive approach utilised to attend true reflection of millennial consumer views. Six in depth semi-structured interviews were conducted with Irish Millennials. The finding of this explored and achieved through thematic analysis which presented as the main themes emerged viz, Social media and visuals, Engagement, Relatable , Credible and Trust. Moreover, Finding have provided more insightful information on the aspect of millennials and their buying behaviour on the social media. In relation to engagement, it was found that millennial push their boundaries to seek connection. When influencer is approachable it encourages millennial consumer to interact and feel comfortable. Relatability aspects of social media micro-influencer with millennial found to be highly significant because of the millennial consumers ability to relate the source. In terms of credibility, it was prominent that millennial seek source credibility, which has high impact on their purchase decisions. It was found that credibility is important dimension of trustworthiness. It was found that millennial induce two-communication interactivity, this generation is prone to value other opinions. This was significant in findings that millennials have higher trust level with smaller social media influencer (micro influencer) to make their purchase decision.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
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
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in Management
Depositing User: Caoimhe Ni Mhaicin
Date Deposited: 23 Oct 2019 12:48
Last Modified: 23 Oct 2019 12:48

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