The impact of social media influencers on women's online purchasing decisions: An exploratory study

Elad Harison, Yael Lahav

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

This chapter explores the relations between social media influencers, consumers, and brands within the realm of social networks. Based on a study including 120 female respondents, the research highlights the major role of electronic word-of-mouth (eWOM) in shaping brand loyalty and purchase intentions. The findings illuminate a robust positive correlation between eWOM engagement, brand loyalty, and the intention to purchase fashion goods. This study contributes significantly to understanding consumer behavior, particularly in the context of women's fashion purchasing decisions. Additionally, the chapter sheds light on the strategic implications for businesses, emphasizing the effectiveness of social media influencers as reliable advocates, building trust, and fostering long-term brand loyalty. The research emphasizes the impact of influencer marketing, offering empirical evidence and analysis on its long-term benefits for companies navigating the dynamic landscape of social media.

Original languageEnglish
Title of host publicationNew Trends in Marketing and Consumer Science
PublisherIGI Global
Pages372-386
Number of pages15
ISBN (Electronic)9798369327555
ISBN (Print)9798369327548
DOIs
StatePublished - 17 May 2024
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2024, IGI Global. All rights reserved.

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