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

• Autorzy: Alyahya Mansour

Identyfikatory

DOI

10.17512/pjms.2021.24.2.0

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.

Słowa kluczowe

EN

marketing influencers; social advocacy; trustworthiness; perceived effectiveness; purchase intention

PL

influencerzy marketingowi; rzecznictwo społeczne; wiarygodność; postrzegana skuteczność; intencja zakupowa

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2021
• Tom: Vol. 24, No. 2
• Strony: 24--40
• Opis fizyczny: Bibliogr. 35 poz., tab.

Twórcy

autor

Alyahya Mansour

• Department of Management, College of Business, King Faisal University, Saudi Arabia

Bibliografia

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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).