Research question: How do the source credibility dimensions in influencer marketing affect the Swedish consumer's purchase intentions, based on different demographics? Purpose: The purpose of this study is to investigate which dimensions of social media influencers' perceived credibility mostly influence the purchase intentions of Swedish consumers. Method: Quantitative method. Results: The study found that physical and social attractiveness significantly influence Swedish consumers' purchase intentions, with trustworthiness also positively correlated but less predictive in regression analysis. Expertise did not significantly affect purchase intentions. Age correlated positively with perceived expertise and negatively with attractiveness, while educational background had no significant impact on credibility dimensions. Conclusion: The study concludes that physical and social attractiveness significantly impact Swedish consumers' purchase intentions, with trustworthiness also important. Expertise is valued more by older consumers, indicating that influencer marketing should focus on attractiveness for younger audiences and expertise for older ones.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-67036 |
| Date | January 2024 |
| Creators | Mohamed Ashare, Raqia, Hussein, Samaale |
| Publisher | Mälardalens universitet, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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