Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.
The authors note the current trend of the rise of influencers as an extension of word of mouth marketing campaigns. In this study, the authors used the theory of planned behavior to describe how consumers use social media to follow their favorite influencers. According to this theory, behavioral achievement depends on both ability (behavioral control) and motivation (intention). The theory differentiates between three types of beliefs which include normative, behavioral and control. It comprises of six fundamental constructs that collectively represent an individual’s control over behavior. As a result, it has been discovered that influencers have a significant influence on the buyer’s decision to purchase. The authors used a quantitative research model in identifying the factors that influencer marketers could have to impact the consumer behavior. After data analysis, it was revealed that both attitude towards influencers and perceived behavior control allows an increase in domain knowledge created a positive impact to consumer behavior. On the other hand, the influence of peers had no impact. After an addition of three more constructs (personal relevance, inspiration and trust) created a positive impact on behavior. It was discovered that perceived risk had no impact in the study. Data analysis also revealed that product influencer fitment was a significant criteria for consumers since they had a tendency to follow a specific type of influencers for different types of product categories. In this case, the posts shared by influencers had an impact on consumers at four different levels which include an increase in brand awareness, brand preference, expertise in the subject matter, and preference. Therefore, it was concluded that a successful influencer marketing strategy should start by the identification of the right type of influencers who can offer curated advice, insights and suggestions to create engagement with their respective audiences.