With growing social media usage, social media influencers’ (SMIs) are getting more popular within the realm of social media marketing and are widely used by brands. Previous studies have shown SMI marketing influences consumers’ impulsive buying behavior in prominent ways such as by SMI-generated content, trust in SMI and SMI credibility, SMIs’ emotional appeal, SMI visual attractiveness and SMI expertise. Thus, to further elaborate on current knowledge, the purpose of this study is to describe the influence of social media influencers’ on consumers' impulsive buying behavior. A qualitative study including features of both a cross-sectional and a case study approach was conducted. It was found that SMIs’ individual characteristics and personal connections with consumers as well as SMI-generated content and SMIs’ demonstrated knowledge enhance trust and further influence impulsive buying behavior (IBB). Further, key patterns identified the interplay between SMI appearance, inspiration and trust showing that visually attractive SMIs increase trust, thus influencing impulsive buying behavior among consumers. Findings emphasize how characteristics influence each other to influence IBB as well as, how each characteristic recognized, independently influences IBB among consumers.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-130318 |
| Date | January 2024 |
| Creators | Hämäläinen, Liisa, Tigerhielm, Sebastian |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring och turismvetenskap (MTS) |
| 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 |
Page generated in 0.0017 seconds