AI’s impact on consumer purchase intent through influencer marketing – A determinant of purchase behaviour in e-commerce

Abstract

This study examines the influence of social enjoyment on consumers' purchase intentions for electronic products endorsed by social media influencers. In the digital marketing landscape, influencer-based marketing has gained prominence as an effective strategy for engaging audiences and shaping consumer behavior. Social media influencers, with their extensive reach and dedicated follower base, create compelling and entertaining content that fosters a sense of enjoyment and connection among their audiences. This study investigates how such social enjoyment contributes to the development of a positive attitude toward electronic products, ultimately enhancing consumers' likelihood of making a purchase. A questionnaire-based study employing purposive sampling was conducted to gather data from individuals who actively follow social media influencers and exhibit purchase behaviors influenced by them. A total of 299 valid responses were analyzed using Exploratory Factor Analysis (EFA) to identify the key factors influencing consumer decision-making. The findings indicate a strong and significant relationship between social enjoyment and the formation of positive attitudes toward electronic products available through e-commerce platforms. This positive attitude, in turn, plays a crucial role in shaping consumers' purchase intentions. Furthermore, the study highlights how influencers utilize their engaging content and interactive platforms to foster a socially enjoyable environment, strengthening the consumer-brand connection. By creating relatable and entertaining content, influencers can enhance audience engagement, build trust, and drive purchase decisions. These insights highlight the increasing significance of social enjoyment in influencer marketing and its influence on consumer behavior. The study provides valuable implications for marketers and brands seeking to refine their influencer marketing strategies. By prioritizing content that resonates with audiences on an emotional and social level, businesses can maximize consumer engagement and improve sales performance in the electronics sector. Future research may explore additional moderating factors such as trust, credibility, and brand loyalty to understand the complexities of influencer-driven consumer behavior further.