IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION OF ORGANIC SKINCARE PRODUCTS
| dc.contributor.author | AYESHA IFTIKHAR, KHADIJA ADNAN, NOOR AMJAD, | |
| dc.date.accessioned | 2025-05-05T07:48:19Z | |
| dc.date.available | 2025-05-05T07:48:19Z | |
| dc.date.issued | 2023-06-13 | |
| dc.description.abstract | This study aims to investigate the relationship between influencer marketing and the purchase intention of customers of organic skincare products. The current study also explores the mediating roles played by brand awareness and brand reputation and the direct relationship that exists between influencer marketing and purchase intention. To test these relationships, survey questionnaires were distributed amongst individuals between the ages of 16 and 45, presently situated in Pakistan. Additionally, for the purpose of this research’s authenticity, only those individuals were asked to fill out questionnaires who use social media websites and purchase skincare products having organic content. A sample of 230 consumers was chosen and data was collected through the application of the convenience sampling method. Once the data was collected, an analysis was conducted with the help of Statistical Package for the Social Sciences (SPSS) software and PROCESS macro model developed by Andrew Hayes. Both SPSS and PROCESS macro model are statistical tools that were used here for the analysis of data collected and for conducting different tests on the data generated though the responses collected from respondents of the sample. Reliability, correlation, and regression analysis were carried out on the collected data for data analysis purposes. Along with these, a double mediation model (Model 4) was performed on the data to test the hypotheses included in the study. The results of the analysis revealed that four out of five of the initial hypotheses had proven to be correct with support from the data analysis. Additionally, supporting literature was found for all the hypotheses supported and not supported as a result of the data analysis. Due to time and cultural restraints, there were some limitations. However, for future research, we recommend carrying out the longitudinal style of study for observing customers in a longer time span and for engaging with customers in different regions and areas while employing the use of simple random sampling technique to make the sample more representative of the entire population of the country. The current study not only assists already existing literature but also widens the range of factors that can affect consumer purchase intention in the organic skincare industry. The study enhances knowledge and understanding of the variables and the relationships between them. The research can help marketers understand and apply the new influencer tools and techniques for increasing brand awareness, uplifting brand reputation, and enhancing the intention to purchase among potential customers. The results of this study can help in coming up with effective and efficient strategies that can be used to encourage brands in using influencer marketing as a means of increasing brand awareness and brand reputation. Through this study, we aim to encourage researchers from different fields to explore the increasing trend of influencers and how they can help brands, not only in the Pakistani organic skincare industry but, in other sectors as well for building up a brand and making it more well-known in the market for its products. The usage and implementation of this trending marketing tool requires further research as its applications vary from industry to industry and from brand to brand depending upon need and characteristics of promotional activities. | |
| dc.identifier.uri | https://repository.kinnaird.edu.pk/handle/123456789/226 | |
| dc.language.iso | en_US | |
| dc.publisher | DEPARTMENT OF BUSINESS ADMINISTRATION KINNAIRD COLLEGE FOR WOMEN UNIVERSITY LAHORE, | |
| dc.title | IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION OF ORGANIC SKINCARE PRODUCTS | |
| dc.type | Thesis |