The Impact of Instagram Influencers on Customer Purchases: Case of the Youth in Harare
Downloads
Even in the world of purchasing, technological advancements have brought about several changes. The internet has begun to play a major role in assisting customers in finding the things they are seeking for online. With the rise of social media platforms, particularly Instagram, which has become a popular purchasing platform among the youth. Youths are attempting to establish and maintain strong presences on social media platforms, with Instagram being the go-to platform for keeping consumers aware of the latest trends, as more viewers turn to Instagram influencers, their associated trust, and their intention to purchase after being fascinated by them. Influencer marketing is a relatively new notion that is currently gaining traction in the marketing process, and it is linked to human purchasing intents. The current study aims to investigate the numerous marketing strategies used by youth Instagram influencers, as well as their impact on customer purchase. The study also examines the impact of using various users such as celebrities, bloggers, and others, as well as their reach. The current study examines the responses of 200 youths in Harare, Zimbabwe and their primary influencers on purchase decisions
Downloads
Aaron, F. and Breuer, C. (2020). How the Type of Sports-Related Endoser Influencers Consumes Purchase Intentions. International Journal of Sports Marketing and Sponsorship. 10 (3):120-126.
Al-Dahrawi, M. (2019). Attitudes of Arab Youth towards Marketing through Social Media Celebrities, Influence Marketing, and Its Relationship to Purchasing Behavior: A Field Study The Arab Journal of Media and Communication Research. 27; 158-225.
Barbu, R. and Cmeciu, C. (2019). Crisis Communication in Romania and Social Media Influencers and Followers. Case Study: Patient’s Death at the Sanador Hospital. Journal of Media Research. 12 (3): 5-17.
Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020). How Fashion Influencers Contribute to Consumers’ Purchase Intention. Journal of Fashion Marketing and Management: An International Journal. 24 (3):361-80.
Lim, X. J., Radzol, A. R., Cheah, J-H. and Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research. 7 (2):19-36.
Negi, N. and Pabalkar, V. (2020). Impact of Instagram and Instagram Influencers in Purchase Consideration in India. European Journal of Molecular and Clinical Medicine. 7 (11):68-86.
Radwan, A. F., Mousa, S., Mohamed, M. and Youssef, E. Y. (2021). Impact of Social Media Influencer Marketing on Youth Purchase Intentions in UAE. Journal of Media Watch. 12 (3):422-439.
Veirman, D., Veroline C. and Liselot H. (2017). Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising. 36 (5):798–828.
Copyright (c) 2022 International Journal of Scientific Research and Management
This work is licensed under a Creative Commons Attribution 4.0 International License.