Social media platforms have significantly transformed the marketing landscape, providing brands with powerful new opportunities to engage with their target audiences. This study delves into the comparative analysis of social media influencer marketing and electronic word-of-mouth (eWOM) within the context of outdoor branded products in China, examining their effects on consumer purchase decisions. A structured online questionnaire survey was employed as the primary research method due to the significant advantages of quantitative methods in providing objective, quantifiable data. Through statistical analysis, the study reveals the magnitude and correlation of the effects of social media influencer marketing and eWOM on consumer purchase intention. The findings revealed that both influencer marketing and eWOM significantly influence consumer purchase intentions for outdoor branded products in China. Additionally, the study highlighted the pivotal role of informativeness, which showed higher significance in eWOM channels compared to influencer marketing. These outcomes offer valuable insights for marketers operating in the outdoor branded products sector, providing actionable implications for enhancing consumer engagement and driving sales in the dynamic landscape of digital marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:miun-51639 |
| Date | January 2024 |
| Creators | Zhang, Wanjun, Kobusingye, Grace |
| Publisher | Mittuniversitetet, Institutionen för ekonomi, geografi, juridik och turism |
| 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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