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Consumers’ Susceptibility to Interpersonal Influence: In the context of social media influencers
University West, School of Business, Economics and IT, Division of Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to create knowledge about which attributes of consumers andwhich attributes of social media influencers (SMIs) have an impact on consumers' susceptibility to interpersonal influence (CSII) in form of electronic word-of-mouth (eWoM) spread by SMIs. In order to fulfil this purpose, the following two research questions wereanswered: What attributes of consumers affect their susceptibility to interpersonal influence in form of eWoM spread by SMIs? What attributes of SMIs affect consumers' susceptibility to their interpersonal influence in form of eWoM? Six hypotheses based onprevious research were developed which suggested that age, gender and educational levelof the consumers have an influence on their degree of susceptibility to the eWoM spreadby SMIs. Moreover, it was hypothesized that congruence, motivation and transparencyof the influencer have an impact on the degree of consumers' susceptibility to the eWoMspread by SMIs. In order to be able to fulfil the purpose of this study, a quantitative research in form of an online survey was conducted. The collected data from 176 participants was analysed using the Statistical Package for the Social Sciences (SPSS). Thestudy could not confirm that age, gender and educational level of the consumers or themotivation and transparency of the SMIs have an impact on consumers' susceptibility to the eWoM spread by the SMIs. However, the study confirmed that there is a moderate positive correlation between the congruence of the endorsed brand and the promoting influencer and the consumers' susceptibility to the influence exerted by the SMI.

Place, publisher, year, edition, pages
2019. , p. 43
Keywords [en]
Influencer marketing, consumers’ susceptibility to interpersonal influence, electronic word-of-mouth, social media influencers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-14047Local ID: EXC514OAI: oai:DiVA.org:hv-14047DiVA, id: diva2:1335213
Subject / course
Business administration
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Available from: 2019-07-22 Created: 2019-07-04 Last updated: 2019-07-22Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NB
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  • Other locale
More languages
Output format
  • html
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