Social media influencers: Key to influence consumer’s intention to purchase fitness products

Suman  Devi; S. N. Mahapatra

doi:10.53730/ijhs.v6nS1.5373

Authors

Suman Devi Assistant Professor, Sushant University, Gurugram, Haryana, India
S. N. Mahapatra Professor, Department of Management Studies, Deenbandhu Chhotu Ram University of Science and Technology, Sonipat, Haryana, India

Keywords:

Social Media, Social Media Influencers, Intentions, Purchase Decisions, Fitness products

Abstract

According to Nielsen research, homebound clients have resulted in a 60% increase in global video content consumption. The frequency with which content creators did live video sessions on social media platforms rose as well in 2020. According to research, 54% of shoppers do a search on social media for product reviews posted by influencers before making a buy. Social media influencers (abbreviated as SMIs) now play a key role in marketing for a wide variety of firms. The goal of this study was to ascertain the importance of similarity and activity of social media influencers (SMI) on customer purchasing decisions about fitness and health products. A structured questionnaire was used to survey 90 respondents from Delhi/NCR. Multiple Regression analysis was used to analyze the data in SPSS. The data reveal that the attractiveness, expertise, and trustworthiness of branded material associated with fitness products shared by SMIs has a significant impact on followers' purchase intentions for such products.

Downloads

Download data is not yet available.

References

“Meet the new influencers: Medics”, https://www.livemint.com/news/business-of-life/meet-the-new-influencers-medics-11588865705393.html accessed no 24th Feb, 2022

“Millennial influencers are redefining healthcare communications in India”, https://www.spag.asia/millennial-influencers-are-redefining-healthcare-communications-in-india accessed on 22nd Feb, 2022.

“Social media influencers have evolved: they could be 21 and living in Bathinda”, https://www.thehindu.com/sci-tech/technology/internet/social-media-influencers-have-evolved-they-could-be-21-and-living-in-bhatinda/article29351805.ece accessed on 20th Feb, 2022.

Al-Darraji, Z., Al Mansour, Z., & Rezai, S. (2020). Similarity, Familiarity, and Credibility in influencers and their impact on purchasing intention.

Cherian, J.; Gaikar, V.; Paul, R.; Pech, R. Corporate Culture and Its Impact on Employees’ Attitude, Performance, Productivity, and Behavior: An Investigative Analysis from Selected Organizations of the United Arab Emirates (UAE). J. Open Innov. Technol. Mark. Complex. 2021, 7, 45. https://doi.org/10.3390/joitmc7010045

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.

Gerardo. A. Dada. (2017). What is influencer marketing and how can marketers use it effectively. Forbes. Retrieved November 18, 2018.

H. C. Lin, P. F. Bruning, H. Swarna. Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons 61(3), 431-442 (2018)

Jacob Cherian and et al (2020). ‘An empirical study on impact of sustainability-oriented total quality management practices on organizational performance in UAE based organization’, International Journal of Mechanical and Production Engineering Research and Development (IJMPERD) Vol. 10, Issue 3, Jun 2020, Pp. 13667–13678 http://www.tjprc.org/journals/journal-of-mechanical-engineering.

Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an Internet store: A cross-cultural validation. Journal of Computer-Mediated Communication, 5(2), JCMC526.

Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.

Ohanian, R. 1991. ‘Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising 19(3): 39–52.

Paul Raj P and et al (2020), ‘The role of cultural diversity and how they impact work team performance’ International Journal of Mechanical Engineering and Technology (IJMET), ISSN Print: 0976-6340 and ISSN Online: 0976-6359 Volume 11, Issue 9, 2020 Pp. 11-22

Redda, E.H., Gaikar Vilas, B., Tedla, B.A. (2021). E-Commerce Companies, Online Shopping and Customer’s Satisfaction: A Comparative Study of Covid-19 Lockdown in India. Journal of Management Information and Decision Sciences, 24(S6), 1-17.

S. M. H. Bamakan, I. Nurgaliev, Q. Qu. Opinion leader detection: A methodological review. Expert Systems with Applications 115, 200-222 (2019)

Sameer Aziz Lakhani.and et al (2020). ‘Demographic Variables Influencing Financial Investment Of Urban Individuals: A Case Study Of Selected Districts Of Maharashtra State’, International Journal of Advanced Science and Technology (IJAST), 29(05), Pp.962 – 974 http://sersc.org/journals/index.php/IJAST/article/view/9749

Sudha, M. & Sheena, K. 2017, "Impact of Influencers in Consumer Decision Process: the Fashion Industry", SCMS Journal of Indian Management, vol. 14, no. 3, pp. 14-30.

Z. Z. Alp, S. G. Oguducu, Identifying topical influencers on twitter based on user behavior and network topology. Knowledge-Based Systems 141, 211-221 (2018)