Social media influencers as a predictor of consumer intentions
| Autor: | Peković Jelena, Zdravković Stefan, Pavlović Goran |
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| Jazyk: | English<br />Serbian |
| Rok vydání: | 2019 |
| Předmět: | |
| Zdroj: | Marketing (Beograd. 1991), Vol 50, Iss 3, Pp 207-216 (2019) |
| Druh dokumentu: | article |
| ISSN: | 0354-3471 2334-8364 |
| Popis: | Social media influencers have enabled businesses innovative ways to advertise their products and reach new consumer groups, as they nowadays mainly use influencer recommendations and reviews when forming purchase intentions. Bearing in mind the above, the primary purpose of this research is to study the impact of influencers from social networks on consumer purchasing intentions, as well as to test the mediating effects of trust and perceived usefulness. Data for the study were collected using a questionnaire distributed online and in person to a sample of 236 respondents. Research results have shown that influencers have a significant effect on consumers' purchasing intentions. Also, trust and perceived usefulness have been found to have a significant mediating effect on the relationship between influencers and consumer purchasing intentions. The main contribution of this research is reflected in the work subject itself, namely influencers, with mediatorial effects of trust and perceived usefulness, whose research has addressed relatively few studies on consumer purchasing intentions. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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