Yifan Yao
ABSTRACT
In recent years, influencer marketing has gradually changed followers’ consumption behaviour in online purchase environments. Compared to traditional marketing methods, the development of social media has changed the channels through which consumers obtain product information. This study aims to contribute to this growing area of research by exploring the current trends in influencer marketing and identifying existing problems with corresponding solutions. Based on the research underpinning previous literature, this study will discover effective influence antecedents that explain the relationship between influencers’ characteristics and followers’ purchase behaviour. Furthermore, this study aims to identify these antecedents based on previous research and, finally, aggregate them into an identified antecedents framework. By addressing the problems based on the selected influencing antecedents, the respective industry field, such as Commercial Integrated Services, could better target potential customers by achieving their social satisfaction and then activating their product awareness.
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Cross Ref
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