I am currently a senior high school student, and I consider myself a beginner in this field. We are tasked to conduct a qualitative study about the effects of influencer marketing on purchase behavior. I am interested to know and hear what theories or theoretical literature that can be applied in our research.
Thank you in advance!
There are lots of researches on influencer marketing and purchase behaviour. Just search on the internet and take the thorough review of past researches. You will get the guideline regarding what to do? How to do? Find out conclusions and suggest recommendations. There is no shortcut for quality research. You will have to give time and efforts, but the result will be such that you can proudly say anybody I done genuine research. I hope it will be useful to you.
This is an interesting one as if you go deeper you will understand that Influencer is slowly yet steadily becoming an important component of your channel mix. Now the impact that you are trying to measure is mostly of the sponsored content that comes out of these channels and the consumer perception to that. Any theory that describes the impact of ADs on consumer behavior is applicable here. The additional challenge here is the congruence between Brand - Influencer - Consumer and you can study the 4 ways pathway model to study the same.
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