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| Instagram Influencers' impact on online consumer behavior :An Empirical study of the Greek market. |
Arsenis Thomas, Chatzopoulou Evi
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Abstract:
The main aim of this study is to investigate the impact of Instagram Influencers endorsements on the users' behavior. Emphasis is given on how the Influencers' endorsements, promotions, and reviews of products and services affect the online purchase intention. Also, it is examined how the social commerce shopping model rises through the cooperation of Instagram Influencers with the Brands. The survey is based on 250 Greek Instagram users who were from 18 to above 40 years old. The data were gathered using a structured questionnaire which was distributed online with random sampling. The survey took place in Thessaly, Greece. The research hypothesis was tested using regression analysis. The findings confirm the hypothesis that Influencers do affect the consumers in social media as long as some parameters. This new marketing strategy specifically seems to affect the way how companies understand their consumers' needs. Managerial implications are discussed, along with some interesting future research opportunities arising from this study. One main limitation was the sample, which was customers who are located in Thessaly, Greece. Research on the subject of how online shoppers interact with social media Influencers in the Greek market is limited. The majority of studies published concerning online consumer behavior investigate mostly the trends in social media. This research was conducted exclusively via Instagram and focuses on how the Influencers affect the purchase intentions of their followers. The study presents data findings, topics, business disciplines, and researchers' views that should be used by academics and professionals to study fields of low academic knowledge and improve marketing strategies.
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