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Impact of Influencer Marketing on Consumer Purchase Intention: Effect of Word of Mouth, Opinion Leadership
- 1 Babson College
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Abstract
As the smartphone and internet become a more significant part of people’s daily lives, social media has become a more substantial part of people’s lives. With these circumstances, influencer marketing is considered a new marketing strategy and reflects the trends that this new marketing strategy has gradually taken over the importance of traditional marketing strategy. Although influencer marketing is regarded as a new field, many studies already focus on this field. This essay will focus on two aspects of influencer marketing and analyze how consumer purchase intention has changed.
Keywords
influencer marketing, word of mouth, opinion leader, purchase intention
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Cite this article
Chu,C. (2023). Impact of Influencer Marketing on Consumer Purchase Intention: Effect of Word of Mouth, Opinion Leadership. Advances in Economics, Management and Political Sciences,20,282-288.
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Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development
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