Role Of Social Media Marketing Influencers In Influencing Customer Intentions.

Abstract

The aim of this study is to explore social media marketing influencers and their impact on consumer intentions (Entertainment, purchase, Information seeking). This study also analyses the mediating roles of social media presence and satisfaction. The participants in this study were experienced users of two social media platforms Facebook and Instagram in India. A self-administered questionnaire was used collect data from respondents. We used online influencer in inviting respondents to answer our questionnaire. This paper will take social media influencers activities as the main research object to explore the impact of use of social media short video marketing on consumers' brand attitude. Specifically, this paper divides social media marketing uses into five dimensions: Entertainment, purchase, satisfaction, Information seeking, social media presence. And measures the effects of these five variables in influencing consumers. Entertainment, purchase, satisfaction, Information seeking, social media presence are independent variable and consumer demographics as a dependent variable. SPSS was used to analyze the data collected from 593 questionnaires, and the following conclusions were drawn: