PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
Tytuł artykułu

The marketing influencers altering the purchase intentions of saudi consumers: the effect of sociocultural perspective

Autorzy
Treść / Zawartość
Identyfikatory
Warianty tytułu
PL
Influencerzy marketingowi zmieniający intencje zakupowe saudyjskich konsumentów: efekt perspektywy społeczno-kulturowej
Języki publikacji
EN
Abstrakty
EN
The marketing influencers tend to influence the purchase intention of the consumers. This research paper explores the social advocacy, trustworthiness and perceived effectiveness of marketing influencers to predict the purchase intention from sociocultural perspective. The study is one of the pioneers and contributes in explaining the role of social advocacy, trustworthiness and perceived effectiveness in shaping the purchase intention of Saudi consumers. The data was collected through a convenience sampling technique among Saudi consumers and analyzed on Smart-PLS. The results depicted a significant relationship between social advocacy, trustworthiness, perceived effectiveness and purchase intention. The moderation role of sociocultural perspective was reported between the relationship of trustworthiness and purchase intention and between perceived effectiveness and purchase intention. However, no moderation effect was observed between the relationship of social advocacy and purchase intention.
PL
Influencerzy marketingowi mają tendencję do wpływania na intencje zakupowe konsumentów. Niniejsza praca badawcza dotyczy rzecznictwa społecznego, wiarygodności i postrzeganej skuteczności influencerów marketingowych w przewidywaniu intencji zakupowych w perspektywie społeczno-kulturowej. Badanie jest jednym z pionierów i przyczynia się do wyjaśnienia roli rzecznictwa społecznego, wiarygodności i postrzeganej skuteczności w kształtowaniu intencji zakupowych saudyjskich konsumentów. Dane zostały zebrane za pomocą wygodnej techniki próbkowania wśród saudyjskich konsumentów i przeanalizowane na Smart-PLS. Wyniki pokazały istotny związek między rzecznictwem społecznym, wiarygodnością, postrzeganą skutecznością i zamiarem zakupu. Odnotowano moderacyjną rolę perspektywy społeczno-kulturowej między relacją wiarygodności a zamiarem zakupu oraz między postrzeganą skutecznością a zamiarem zakupu. Nie zaobserwowano natomiast efektu moderacji między związkiem rzecznictwa społecznego a zamiarem zakupu.
Rocznik
Strony
24--40
Opis fizyczny
Bibliogr. 35 poz., tab.
Twórcy
  • Department of Management, College of Business, King Faisal University, Saudi Arabia
Bibliografia
  • 1.Advertisers, A. of N., (2018). Advertisers love influencer marketing: ANA study.
  • 2.Aggad, K. K., Ahmad, F. S. and Kamarudin, S., (2021). Investigating the Impact of Influencers’, Characteristics, Contents, and Trustworthiness on Consumers’ Purchase Intention. Review of International Geographical Education Online, 11(6). 885-902.
  • 3.Al-Asmari, A., Khan, S., (2014). E-learning in Saudi Arabia: Past, present and future. Near and Middle Eastern Journal of Research in Education, 2 (1), 2-11.
  • 4.Al-Kahtani, N. K. M., Ryan, J. J. C. H. and Jefferson, T. I., (2005). How Saudi female faculty perceive internet technology usage and potential. Information Knowledge Systems Management, 5(4), 227-243.
  • 5.Al-Nasser, A., Mahomed, A. S. B., (2020). Effect of social media influencers on purchase intentions of Saudi Arabia consumers: Instagram as an evaluation tool. International Journal of Management (IJM), 11(7). 1186-1196.
  • 6.Alhabash, S., McAlister, A. R., Lou, C. and Hagerstrom, A., (2015). From clicks to behaviors: The mediating effect of intentions to like, share, and comment on the relationship between message evaluations and offline behavioral intentions. Journal of Interactive Advertising, 15(2), 82-96.
  • 7.Almakbuli, E., Khan, S. and Ahmed, M., (2021). Building brand equity through social media influencer: a study on social media influencer in Saudi Arabia. PalArch’s Journal of Archaeology of Egypt/Egyptology, 18(16), 80-86.
  • 8.Alnasser, A. H. A., Al-Tawfiq, J. A., Al Kalif, M. S. H., Alobaysi, A. M. A., Al Mubarak, M. H. M., Alturki, H. N. H., Alharbi10, A. A. A., Albahrani11, R. S. S., Sultan12, S. A. S. A. and AlHamad13, A. R. N., (2020). The positive impact of social media on the level of COVID-19 awareness in Saudi Arabia: a web-based cross-sectional survey. Infez Med, 28(4), 545-550.
  • 9.Ben Said, Y., Bragazzi, N. L. and Pyatigorskaya, N. V., (2020). Prevalence and Perceived Effectiveness of Pharmaceutical Digital Marketing among Community Pharmacies in Saudi Arabia: A Cross-Sectional Questionnaire-Based Survey. Pharmacy, 8(1), 9.
  • 10.Fornell, C., Larcker, D. F., (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Sage Publications Sage CA: Los Angeles, CA.
  • 11.Freberg, K., Graham, K., McGaughey, K. and Freberg, L. A., (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
  • 12.Glover, P., (2009). Celebrity endorsement in tourism advertising: Effects on destination image. Journal of Hospitality and Tourism Management, 16(1), 16-23.
  • 13.Gończ, E., Skirke, U., Kleizen, H. and Barber, M., (2007). Increasing the rate of sustainable change: a call for a redefinition of the concept and the model for its implementation. Journal of Cleaner Production, 15(6), 525-537.
  • 14.Gretzel, U., (2017). Influencer marketing in travel and tourism. In Advances in social media for travel, tourism and hospitality (pp. 147-156). Routledge.
  • 15.Gunasekaran, A., Rai, B. K. and Griffin, M., (2011). Resilience and competitiveness of small and medium size enterprises: an empirical research. International Journal of Production Research, 49(18), 5489-5509.
  • 16.Hair, J. F., Sarstedt, M., Ringle, C. M. and Mena, J. A., (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.
  • 17.Kaplan, M. F., Miller, C. E., (1987). Group decision making and normative versus informational influence: Effects of type of issue and assigned decision rule. Journal of Personality and Social Psychology, 53(2), 306.
  • 18.Keller, E., Fay, B., (2016). How to use influencers to drive a word-of-mouth strategy. Warc Best Practice, 1, 2-8.
  • 19.Lange, P. G., (2007). Publicly private and privately public: Social networking on YouTube. Journal of Computer-Mediated Communication, 13(1), 361-380.
  • 20.Lee, Y., Koo, J., (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538.
  • 21.Lin, X., Spence, P. R. and Lachlan, K. A., (2016). Social media and credibility indicators: The effect of influence cues. Computers in Human Behavior, 63, 264-271.
  • 22.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.
  • 23.Luppicini, R., Walabe, E., (2021). Exploring the socio-cultural aspects of e-learning delivery in Saudi Arabia. Journal of Information, Communication and Ethics in Society. 19(4), 560-579.
  • 24.Mafabi, S., Munene, J. C. and Ahiauzu, A., (2015). Creative climate and organisational resilience: the mediating role of innovation. International Journal of Organizational Analysis. 23(4), 564-587.
  • 25.McCartney, G., Pinto, J. F., (2014). Influencing Chinese travel decisions: The impact of celebrity endorsement advertising on the Chinese traveler to Macao. Journal of Vacation Marketing, 20(3), 253-266.
  • 26.Mohd Tajuddin, R. B., Hashim, S. F. B. and Zainol, A. S. B., (2017). The role of brand identity in creating resilient small enterprises (SMEs) in fashion industry. International Journal of Supply Chain Management, 6(2), 140-146.
  • 27.Munnukka, J., Uusitalo, O. and Toivonen, H., (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing. 33(3), 182-192.
  • 28.Ohanian, R., (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
  • 29.Parekh, D., Kapupara, P. and Shah, K., (2016). Digital pharmaceutical marketing: a review. Research Journal of Pharmacy and Technology, 9(1), 108-112.
  • 30.Rizomyliotis, I., Konstantoulaki, K. and Kostopoulos, I., (2017). Business-to-business marketing communications: Value and efficiency considerations in recessionary times. Springer.
  • 31.Taylor, C. R., (2020). The urgent need for more research on influencer marketing. Taylor & Francis.
  • 32.Wu, T.-Y., Lin, C. A., (2017). Predicting the effects of eWOM and online brand messaging: Source trust, bandwagon effect and innovation adoption factors. Telematics and Informatics, 34(2), 470-480.
  • 33.Xiao, M., Wang, R. and Chan-Olmsted, S., (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188-213.
  • 34.Xu, Q., Schmierbach, M., Bellur, S., Ash, E., Oeldorf-Hirsch, A. and Kegerise, A., (2012). The effects of “friend” characteristics on evaluations of an activist group in a social networking context. Mass Communication and Society, 15(3), 432-453.
  • 35.Yen, C.-H., Teng, H.-Y., (2015). Celebrity involvement, perceived value, and behavioral intentions in popular media-induced tourism. Journal of Hospitality & Tourism Research, 39(2), 225-244.
Uwagi
Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-2fe5ee16-b1d2-49ee-8bf3-b52b2e259ef8
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.