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DOES YOUR BRAND NEED ONLINE INFLUENCER MARKETING? IT DEPENDS: A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to further explore the modern phenomenon of COO, brand image, and online influencer marketing as they relate to consumer's purchase intention online. This empirical study employs a mixed method approach with quantitative exploratory factor analysis through a survey as well as qualitative exploration through focus groups and in-depth interviews. Quantitative data analysis revealed that online influencers have a significant effect on consumers’ purchase intent as well as their perception of COO or brand image. Qualitative data analysis further revealed that when consumers do not follow online influencers, they have a less than significant effect on the consumers’ perception of COO. However, if consumers actively follow online influencers, the probability of them adhering to the recommendations of purchasing from an unfamiliar COO is high. This results in the recognition of the need for further research, as well as some insightful avenues to investigate.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Country of origin, Online influencer marketing, Brand image, Purchase intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-43722OAI: oai:DiVA.org:mdh-43722DiVA, id: diva2:1321766
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2019-06-17 Created: 2019-06-10 Last updated: 2019-06-17Bibliographically approved

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fulltext(981 kB)77 downloads
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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
  • html
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