Effect of Influencer Marketing on Purchase Intention a systematic review and Meta-Analysis

Abstract

This research aims at providing a meta-analysis of empirical findings of the literature on the impact of influencer marketing on purchase intention. Four factors of influencer marketing were derived like trust, brand attitude, consumer attitude & attractiveness. Results from random effects model showed significant effects of Trust towards influencer marketing on purchase intention (r= 0.541, [LI= 0.387-0.666], Z = 6.008), Consumer Attitude towards influencer marketingon purchase intention (r=0.622, [LI=0.435-0.758], Z= 5.434 Brand Attitude towards influencer marketing on purchase intention (r=0.402, [LI=0.303-0.491] ,Z=7.410), Attractiveness towards influencer marketing on purchase intention (r=0.506, [LI=0.350-0.645], Z=5.680). whereas the effect of Brand Attitude towards influencer marketing on purchase intention is having the lowest correlation value among all the variables and Consumer Attitude towards influencer marketing on purchase intention is having the highest correlation value among the following. Result of the study shows Consumer Attitude towards influencer marketing is going to have the highest impacton purchase intention. Only a small number of studies were accessible for meta-analysis since thestudy was only confined to Scopus and Web of Science, and several publications were also omitted because they lacked correlation