How Influencer Credibility and Advertising Disclosure affects Purchase Intention (CROSBI ID 727329)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Sesar, Vesna ; Martinčević, Ivana ; Hunjet, Anica
engleski
How Influencer Credibility and Advertising Disclosure affects Purchase Intention
In recent years there has been a significant increase in digital advertising through influencers being active on many social media platforms. Budgets for influencer marketing rise yearly, and the return on investment from influencer marketing is higher than from other marketing channels. Therefore, influencer marketing is here to stay, and the pandemic has turned many customers online. Nowadays, customers most often collect information regarding products or services from influencers. The factors that may affect customers' purchase decisions are seen in influencers' credibility and advertising disclosure. A systematic literature review was done to provide an overview of the related influencer marketing field and the impact of advertising disclosure and source credibility on purchase intention. The terms ("Purchase intention") and ("influencer credibility" OR "source credibility" and “advertising disclosure”) were used to collect data. The papers were reviewed to determine how influencer credibility and advertising disclosure impact customer purchase behavior. Results indicate that influencer credibility traits positively influence purchase intention, and advertisement disclosure may impact customer purchase intention differently.
influencer marketing ; influencer credibility ; purchase intention ; advertising disclosure
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Podaci o prilogu
248-263.
2022.
objavljeno
10.54820/entrenova-2022-0023
Podaci o matičnoj publikaciji
ENTRENOVA - ENTerprise REsearch InNOVAtion, 2022.
Pejić Bach, Mirjana
Zagreb: IRENET, Society for Advancing Innovation and Research in Economy Hrvastkih iseljenika 1, 10000 Zagreb, Croatia
2706-4735
Podaci o skupu
8th ENTerprise REsearch InNOVAtion Conference (ENTRENOVA 2022)
predavanje
17.06.2022-18.06.2022
Opatija, Croatia