Effect of Influencer Marketing on Purchase Intention a Systematic Review and Meta-Analysis
Guide: Dr. Saurabh Mishra
Mr. Vishesh Pandey
Master of Business Administration
INDIAN INSTITUTE OF INFORMATION TECHNOLOGY, ALLAHABAD
Deoghat, Jhala, Allahabad, U.P., India 211012
ABSTRACT
This research aims at providing a meta-analysis of empirical findings of the literature on the impact of influencer marketing on purchase intention. Four factors of influencer marketing were derived like trust, brand attitude, consumer attitude & attractiveness. Results from random effects model showed significant effects of Trust towards influencer marketing on purchase intention (r= 0.541, [LI= 0.387-0.666], Z = 6.008), Consumer Attitude towards influencer marketing on purchase intention (r=0.622, [LI=0.435-0.758], Z= 5.434 Brand Attitude towards influencer marketing on purchase intention (r=0.402, [LI=0.303-0.491] ,Z=7.410), Attractiveness towards influencer marketing on purchase intention (r=0.506, [LI=0.350-0.645], Z=5.680). whereas the effect of Brand Attitude towards influencer marketing on purchase intention is having the lowest correlation value among all the variables and Consumer Attitude towards influencer marketing on purchase intention is having the highest correlation value among the following. Result of the study shows Consumer Attitude towards influencer marketing is going to have the highest impact on purchase intention. Only a small number of studies were accessible for meta-analysis since the study was only confined to Scopus and Web of Science, and several publications were also omitted because they lacked correlation tables. The use of qualitative articles was not relevant to our meta-analysis, hence this study was likewise restricted to quantitative studies. Managers may leverage those variables in their marketing plan to draw customers by concentrating on the influencer marketing aspects that have a significant impact on purchase intention. Marketers may influence consumers' buy intentions, which can impact their choice to make a purchase as well as their loyalty and commitment, by better knowing how to leverage influencer marketing variables. By using meta-analysis, we were able to reconcile earlier findings which enabled us to measure the strength of relationship between various factors (T, CA, BA & AT) on (PI) purchase intention.
Keywords: Influencer marketing, purchase intention, Consumer attitude, Brand attitude, Trust, Attractiveness & Meta-analysis
