Evaluation of Marketing Communication

Aqeel Khan Niazi, BBA

Master's thesis

Abstract:

The growing popularity of digital networks has been enabling individuals to attract large audiences on these platforms. This new group of opinion leaders, the digital influencers, have massive network potential and influential power over consumers, representing a new type of independent third-party endorsers who shape audience attitudes and beliefs through the use of digital platforms. Digital influencers increasing popularity and persuasion power are leading e-commerce companies to start recognizing their value as endorsers and include digital influencers in e-commerce brand communication strategies, with the goal of diffusing e-commerce brand messages to target consumers. This study is designed to identify the factors associated with digital influencers that increase their endorsement effectiveness and stimulate consumers’ positive perceptions about the endorsed products and buying behaviour, focusing on influencer authenticity, influencer desirability, product alignment and communication. A quantitative method was used to operationalize this study and a sample of 352 participants, aged between 18 and 50 years old from Pakistan and who follow digital influencers, was collected through an online questionnaire. The results showed that all the digital influencers’ performance elements such as influencer authenticity, influencer desirability, product alignment and communication have a significant positive influence on consumer attitude about the product and on buying behaviour, individually and together. The factors with most effect on buying behaviour are influencer desirability and communication when studied individually, and influencer desirability and product alignment when studied together. Moreover, consumer attitude about the product positively effects buying behaviour directly and mediates the relationship between the set of digital influencers’ performance elements and buying behaviour.

Keywords

Buying Behaviour, Digital Influencers, Influencer Authenticity, Influencer Desirability, Consumer Attitudes

Language used: English

Date on which the thesis was submitted / produced: 2. 12. 2023

Thesis defence

• Date of defence: 6. 2. 2024
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Veronika Zajíčková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration