- 學位論文
Social Media Influencers’ Credibility, Attractiveness, Similarity, and Customer Purchase Intention in the Fashion Industry
Social Media Influencers’ Credibility, Attractiveness, Similarity, and Customer Purchase Intention in the Fashion Industry
並列摘要
The aim of this investigation is to scrutinize the effect of social media influencers' credibility, encompassing trustworthiness, expertise, attractiveness, and lifestyle congruence, on customers' propensity to purchase within the fashion sector. Employing an online survey and a non-probability sampling technique, data was collected from 250 participants. Results indicate that influencer attributes such as knowledge, attractiveness, and lifestyle alignment significantly influence consumer behavior, underscoring the efficacy of influencer marketing strategies in bolstering sales and enhancing brand interaction. Nonetheless, the study unveils the intricate interplay within consumer decision-making processes, revealing that factors like trustworthiness might not invariably correlate with purchase intention. The study furnishes marketers with insights for elevating brand visibility through the integration of influencer endorsements across digital and traditional marketing channels, and offers guidance to managers and marketing practitioners on fostering effective customer engagement through collaborative ventures with social media influencers.