Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)

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Impact of Social Media Influencer Marketing on the Intention to Buy Online Through Attitude on Advertising and Brands

Authors
Windy Dwi Astuti, Renny Risqiani
Corresponding Author
Renny Risqiani
Available Online 15 September 2020.
DOI
10.2991/aebmr.k.200915.051How to use a DOI?
Keywords
influencer credibility, influencer attractiveness, influencer-product degree of fit, meaning transfer, attitude towards the ad, attitude towards the brand, online purchase intention
Abstract

This research aims to study the impact of influencers through social media which is focused on Influencer’s Credibility, Influencer’s Attractiveness, Fit-Influencer-Product Level and Meaning Transfer on the intention to buy online through Consumer Attitudes towards Advertising and Consumer Attitudes towards Brands. The method used for data analysis is to use Structural Equation Modeling (SEM). The questionnaire was collected from two hundred and sixty-five consumers who had bought fashion products online. The results indicate that online purchase intention can be directly influenced by consumer attitudes towards brands and also consumer attitudes towards advertising, while social media influencer marketing has no direct effect on Online Purchase Intention. Companies can improve consumer attitudes towards advertising through Influencer Credibility, Influencer Attractiveness, and Meaning Transfer. Consumer attitudes towards brands can be done through increasing the credibility of influencer and also the attitude of consumers towards advertising.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
Series
Advances in Economics, Business and Management Research
Publication Date
15 September 2020
ISBN
10.2991/aebmr.k.200915.051
ISSN
2352-5428
DOI
10.2991/aebmr.k.200915.051How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Windy Dwi Astuti
AU  - Renny Risqiani
PY  - 2020
DA  - 2020/09/15
TI  - Impact of Social Media Influencer Marketing on the Intention to Buy Online Through Attitude on Advertising and Brands
BT  - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 221
EP  - 225
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.051
DO  - 10.2991/aebmr.k.200915.051
ID  - Astuti2020
ER  -