Effect of Influencers on Consumer Purchase Intention
Ujjwata Gautam,
Aashreya Shrestha,
Riya Basnet
et al.
Abstract:This study examines the effect of influencers on consumer purchase intention in the urban areas of Nepal, specifically the major cities of Kathmandu and Lalitpur. The sample size for this study is 100 respondents, determined using the rule of 1:4. Descriptive statistics, correlation, ANOVA, and multiple regression were used to analyze the data. The findings suggest that marketers do not have to choose different influencers according to gender or levels of education, but rather according to age group. Additiona… Show more
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