Social perceptions of Buzz Marketing and influencer Marketing among Spanish consumers
DOI:
https://doi.org/10.24197/ygg20q73Keywords:
Consumer psychology, Buzz Marketing, eWOM, influencer marketing, purchase intentionAbstract
The objective of the study is to investigate how Buzz Marketing, based on the WOM phenomenon and making use of influencer marketing, affects the consumer's intention to purchase a product or service. A total of 222 people between the ages of 16 and 66 (M = 28.05; SD = 11.623) participated, answering questions about the purchase decision, eWOM and influencers and about personality variables such as extraversion and narcissism. Regarding purchase intention, statistically significant differences were found based on gender when the eWOM comes from strong ties. Compared to influencers, purchase intention is higher when it comes from people who are unknown of known. As trust in influencers increases, purchase intention does. No relationship was found between extraversion and narcissism and intention to generate eWOM. It is concluded that people make use of the opinions of others when making their purchases, specifically, close interpersonal relationships and, in the case of influencers, the trust in them as a source of information is highlighted.
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