The Effects of Digital Influencers in Purchase Intentions - A detailed look at how Social Media impacts Consumer Decisions

Davi, Déborah Rêgo (2021) The Effects of Digital Influencers in Purchase Intentions - A detailed look at how Social Media impacts Consumer Decisions. Masters thesis, Dublin, National College of Ireland.

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Abstract

Social media has changed the way people communicate, advertise, and purchase goods. Consequently, companies had to adapt their marketing strategies to be present on social media and in the new sales channel created, mostly known as ecommerce. One of these strategies is investing and sponsoring digital influencers to promote products or services, with the objective of developing a closer relationship with users and engaging more with their target audience in the social media environment.

However, what is the real impact of digital influencers on online consumer purchase? Today, are social media channels and digital influencers relevant in the online shopping process? This research will investigate the sales effects of adopting a
digital influencer marketing strategy on the user online shopping experience. The research method will be qualitative, following the methodology of interpretivism and collecting data through in-depth interviews using semi-structured telephone interviews with five active social media users. The main objective is to understand the consumer online shopping behaviour and if the digital influencer marketing strategy is relevant for companies to grow their sales.

The conclusions of the research advise that digital influencers can have an important impact on consumer purchase intentions and that this marketing strategy applied adequately with the correct audience can influence the company’s sales. In addition, these effects of increased sales are directly related to the relationship of trust between the digital influencer and the audience that consumes the content produced in the social media environment. Since social media and technology is constantly changing, the need to keep investigating the research theme is essential to investigate new techniques.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Social media; consumers; online shopping; digital Influencers; marketing strategies, technology, sales
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping 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 Marketing
Depositing User:	Clara Chan
Date Deposited:	17 Feb 2022 16:06
Last Modified:	17 Feb 2022 16:06
URI:	https://norma.ncirl.ie/id/eprint/5459

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