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Role of Influencer Marketing to Gain Customer Loyalty in the New Age Marketing Process of International Businesses

Ravi Bosco, Rahul (2022) Role of Influencer Marketing to Gain Customer Loyalty in the New Age Marketing Process of International Businesses. Masters thesis, Dublin, National College of Ireland.

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Direct social media influence is tough for the company to proceed so they use paid promotion by the influencer in social media, to develop the marketing of the automobile industry in a better way. Marketing agents can bring social changes to the organisation by developing social interaction with the customer as well as with the stakeholders. This research has evaluated the impact of the influencer marketing process by assessing the strategies for improving brand loyalty and purchase intentions. The rapid growth rate of the influencer market has been useful in attracting consumers from diverse market segments. After the pandemic, the situation was a little better but not like the previous one. For the maintenance of covid protocols, the industry has to spend more on the safety and security of the industry in the working environment, which has effectively created problems. Good quality customer service can improve the reputation of the company in the intermodal market of the automobile industry. Suspects, first-time customers, prospects, repeat customers, advocates, and clients can increase the customer loyalty of the automobile industry in the market.

The research Methodology section has reported an appropriate choice of methodological aspects associated with the whole research process. Interpretive research philosophy along with deductive research approach has presented band followed and it has helped in meeting research objectives and aim. In addition to this, other methodological aspects such as the data collection process, analysis method, and research design selection for presenting research findings properly have been highlighted in this methodology chapter.

The findings and analysis have been discussed through primary and secondary quantitative data collection processes during the study. The responses have collected based on 51 participants and secondary data has collected through thematic analysis. The themes have developed based on the desired research objectives of the study.

In discussion, chapter qualitative, as well as quantitative data have been discussed along with compared with the previous presented literature section. In this case, theme, based discussion has been done properly.

Item Type: Thesis (Masters)
McElherron, Lynda
Subjects: T Technology > TL Motor vehicles. Aeronautics. Astronautics
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
Divisions: School of Business > Master of Science in International Business
Depositing User: Tamara Malone
Date Deposited: 29 Mar 2023 10:54
Last Modified: 29 Mar 2023 10:54

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