Conceptual Review of Social Influencer Marketing on Purchase Intention; Dynamics in Fashion Retail Industry

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dc.contributor.author DK, Thilina
dc.date.accessioned 2021-03-10T06:39:58Z
dc.date.available 2021-03-10T06:39:58Z
dc.date.issued 2021
dc.identifier.issn 1800-4989
dc.identifier.issn 2719-2598 (Online)
dc.identifier.uri http://220.247.247.85:8081/handle/123456789/38653
dc.description.abstract The competition in the fashion retail industry is reaching new heights due to various demands of the fashion consumers. As per the significant growth in the fashion retailing sector, the marketers need to define the strategies to address their customer intentions. With the increase of ad blocking, shift from traditional media to online platforms and especially the rapid growth of the social networking sites (Facebook, Instagram, YouTube, Twitter), fashion retailers have to align their social media strategies with the online and offline behavior of the consumers. This researcher study mainly focuses upon understanding the impact of social media influencers and the purchase intention among the consumers. Objectives of this study were to understand the effectiveness of social influence on consumer purchase intention for fashion related products, therefore this study has investigated main construct of Influencer Credibility and Information Quality of the content shared by these social influencers and their relationship with both Attitude towards reviews and Purchase Intention respectively. Finally, the researcher further investigates whether there is a mediating effect of Attitude towards reviews on the relationship between effectiveness of social influence and Purchase Intention. The study commences with a general overview into the subject of focus, followed by an in depth review of the literature on the main concepts Influencer Marketing, Purchase Intention and Attitude towards reviews. Based on the understanding of the literature and concepts with regard to the area of study, the conceptual frame work was derived. en_US
dc.publisher Department of Marketing Management, University of Kelaniya, Sri Lanka en_US
dc.subject Attitude towards Reviews en_US
dc.subject Purchase intention en_US
dc.subject Social Influence Marketing en_US
dc.title Conceptual Review of Social Influencer Marketing on Purchase Intention; Dynamics in Fashion Retail Industry en_US
dc.type Article en_US
dc.identifier.accno 49522 en_US


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