Impact Influencers have on Purchase Decisions for Consumers aged 18-24

Dempsey, Jack (2022) Impact Influencers have on Purchase Decisions for Consumers aged 18-24. Masters thesis, Dublin, National College of Ireland.

Preview

PDF (Master of Science) Download (652kB) | Preview

Abstract

Influencer marketing has taken the world by storm with brands and companies constantly investing more and more money into using influencers to try and ultimately increase their sales. Why is it that influencers work so well for brands and why is the market for influencers doubling year after year.

This dissertation aims at examining how influencers impact the purchase decisions of consumers aged between 18-24. The author has drawn on the use of the empirical data of past literature and found gaps needed to be studied.

The study therefore addresses the gaps on influencers impact on the full decision-making process and gets in depth perspectives off consumers to understand the impacts influencers has had on them. This information can help organisations have a better understanding on how they can utilise influencers and know which types of influencers work best.

The research approaches the author took was a mono method process drawing on semi structured interviews using a qualitative data analysis. Due to the nature of this approach applying an inductive method supported the process allowing the researcher to interpret which information gathered answered and filled in the gaps that was left in the research

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hurley, Dave UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	13 Apr 2023 13:35
Last Modified:	13 Apr 2023 13:35
URI:	https://norma.ncirl.ie/id/eprint/6442

Actions (login required)

View Item