Influencer Marketing and Traditional Marketing in China: How Does Influencer Marketing in the Leisure Food Industry Affect Purchase Intention

Abstract

In the past few years, due to the popularization of intelligent technology and the impact of fragmented media on information dissemination, emerging influencer marketing has gradually replaced the traditional marketing model and occupied a dominant position in the market. The aim of this study is to what extent influencer marketing has affected consumers' purchase intentions, with the main focus on the leisure food industry. This study discusses the factors that influence consumer decision making in terms of interactivity, celebrity expertise and cross-platform cooperation. We conducted a questionnaire survey among 100 participants and analyzed the effects of influencer marketing on their decision making of leisure food, with the comparison of traditional marketing. Finally, implications for research and future practices are also discussed.