Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2021.1960578
Investigating the impact of digital influencers on consumer decision-making and content outreach: using dual AISAS model
Sara Javed
Md. Salamun Rashidin
Yun Xiao
Sažetak
With exponential rise of social media, marketers identify the
power and effectiveness of influencer’s advertising on social networking site (SNS). Despite comprehensive understanding of the
effects of influencers, their outreach to large audience is yet to be
addressed. In this article, we have investigated the effects of fashion influencers on consumers’ decision-making processes and
their content outreach on Instagram by embracing new behavioral consumption model ‘dual AISAS model’, which is upgraded
version of AISAS Model. It is based on theoretical grounding theory of buying behavior and multi-step flow theory. Both offline
and online surveys were conducted involving 969 Pakistan
Instagram users following digital influencers. Valid data was
assessed and analyzed through structural equation modeling. Our
findings demonstrate that every path in dual AISAS model is
found significant and have profound effect. It reveals that fashion
influencers exert powerful influence on consumers’ decision-making process. Being so influential, they grab the consumers’ attention immediately, engage them, and get wider outreach by
upturn in consumer intention in order to spread the fashion content within private networks as well as extended networks. The
findings hold robust implications to both theory and practice.
Some limitations of the present study offer boulevards to
future scholars.
Ključne riječi
Digital influencers; decision-making; SEM; dual AISAS model; visual centric platform
Hrčak ID:
302039
URI
Datum izdavanja:
31.3.2023.
Posjeta: 2.231 *