影响力营销
计划行为理论
调解
采购
背景(考古学)
营销
晋升(国际象棋)
概念模型
控制(管理)
价值(数学)
心理学
路径分析(统计学)
业务
独创性
广告
社会心理学
关系营销
社会学
市场营销管理
政治
经济
社会科学
哲学
数学
创造力
法学
计算机科学
生物
古生物学
管理
认识论
机器学习
政治学
统计
作者
A Tiwari,Audhesh Kumar,Rishi Kant,Deepak Jaiswal
标识
DOI:10.1108/jfmm-11-2022-0253
摘要
Purpose The purpose of this study is to examine the impact of fashion influencer measures on consumers' purchase intentions and the mediation of attitudes to understand the phenomenon of influencer marketing in the backdrop of the fashion industry. Design/methodology/approach The present study employs a conceptual model based on extended theory of planned behaviour (TPB) with added perceived trust. Data were collected from 341 participants from different regions of the country and analysed using direct path analysis and mediation technique. Findings The study found that attitudes toward fashion influencers are positively influenced by perceived trust, subjective norms and perceived behavioural control. However, perceived behavioural control is not directly related to purchasing intents in the research model. The results confirmed that attitudes have a positive association with purchase intentions both directly and indirectly (partially mediation). Research limitations/implications The study advocates market practitioners and advertisers to acknowledge the increasing importance of influencer marketing and the promotion of their fashion offerings in the setting of emerging fashion industry. Originality/value The present study adds crucial value to enhance the understanding of fashion influencer marketing in the Indian context. This research offers several insights into the continually growing knowledge domain of influencer marketing by predicting the direct relationships with purchase intents and the mediation of attitudes.
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