Influencer marketing: An exploratory study to identify consumer behaviour online

Abstract: Thesis purpose: The purpose of this study is to understand what impact social media influencers have on consumers' online behaviour. We further aim to understand the interrelationship between social media influencers and online impulse buying behaviour. Methodology: This study has utilised a qualitative methodology based on a social constructionist philosophical position. The study has adopted an abductive approach relying on a thematic analysis. To retrieve the insights needed for our research questions, semi-structured interviews were conducted with twenty-two research participants. Theoretical perspective: The two main theoretical perspectives of this study are Hawkins Stern impulse buying theory and consumer behaviour theory. Based on an in-depth review of the existing literature and theory, a conceptual framework has been developed to guide the study. Findings: Key findings reveal that perceived trustworthiness, attractiveness, expertise, and personalised content of social media influencers are the main attributes that have an impact on perceived credibility and subsequent consumer attitude. Additionally, the study reveals that there are other factors besides the above mentioned social media influencer attributes, that affect the online behaviour of consumers - prior knowledge about the product, the need for the product, intentions when scrolling through social media, exposure to stimuli, emotional appeal, age, and price level. Practical implications: The success of influencer marketing is aligning brand and influencer personalities. From a content perspective, personalised content that is informative and compelling have a significant impact on consumer’s purchase intent and willingness to buy. Brands that collaborate with credible social media influencers that are approachable, authentic and deliver personalised content can thus see an increase in revenue, consumer loyalty, user-generated content, and organic growth. Fashion and beauty hauls are proving to be a strong marketing force and discount codes can help marketers prove the effectiveness of their influencer marketing strategies.