The Role of Digital Influencers on Buying Intention

Silva, Rita; Sampaio, Ana; Rodrigues, Pedro

doi:10.1007/978-981-15-1564-4_14

Cited by 2 publications

(1 citation statement)

References 9 publications

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“…Rita, Silva, Ana Sampaio, Pedro Rodrigues (2019) [1] According to the author the role of digital marketing as an influencer which influences the buying intention of the customer, so the study was carried out under the topic of The Role of Digital Influencer on Buying Intention. Brand owners often use the internet as a platform to build their brand.…”

Section: Review Of Literaturementioning

confidence: 99%

Influence of digital marketing in hospitality sector: A study with reference to hotel industry

2024

Int. J. Tourism Hotel Manage.

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Since the Internet became a part of life, life has become easier. When it comes to the Hotel industry, they generally maintain a website for showcasing the services and facilities they provide. They started planning to market their website, establish their online presence, and establish their brand online. This study explains how the Hotel industry was able to promote the services online to gain the support it needed. Also, customer preferences are analyzed, which assist the hotel industry to make a choice between social media and conventional media. Study results show that the factors like Images and Offers influence people's behavior on hotel's websites. Additionally, the study focuses on the factors that influence people to become loyal customers, which include the hotel experience.

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Section: Review Of Literaturementioning

confidence: 99%

Influence of digital marketing in hospitality sector: A study with reference to hotel industry

2024

Int. J. Tourism Hotel Manage.

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Influencer Characteristics in Social Media Influencer Marketing: A Systematic Literature Review

Ying

Dikčius

2023

International Scientific Conference „Business and Management“

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In light of rising interest in research on influencer marketing, this paper aims to analyse the impact of influencer characteristics on consumer behaviour. The study was based on a systematic analysis of 127 peer-reviewed articles published or accepted from 2000 to 2021. The paper included 52 influencer characteristics classified into four categories: psychological, social, behavioural and demographic characteristics. The findings show that influencers’ psychological characteristics, such as trustworthiness, expertise, and attractiveness, have been over-studied. However, research gaps exist in the area of influencers’ social characteristics, such as envy and betrayal, as well as behavioural characteristics, such as facial expression, body language, speaking speed and sharing secrets. In addition, there is also a lack of research on the importance of demographic characteristics such as gender, age and ethnicity.

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The Role of Digital Influencers on Buying Intention

Cited by 2 publications

References 9 publications

Influence of digital marketing in hospitality sector: A study with reference to hotel industry

Influence of digital marketing in hospitality sector: A study with reference to hotel industry

Influencer Characteristics in Social Media Influencer Marketing: A Systematic Literature Review

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