Abstract:
Purpose: This study examined the mediating effect of branding credibility on the relationship between Instagram's influence on marketing and consumer purchase intention.
Research Design/Methodology: The study employed a quantitative approach using a cross-sectional survey and a questionnaire as the data collection instrument. The sampling technique used for the study was purposive sampling. The sampling frame was the Instagram database. Data was collected from 350 respondents.
Findings: The study's findings reveal that Instagram influencer marketing has a significant positive relationship with consumer purchase intention; Instagram influencer marketing also positively affects brand credibility. Finally, brand credibility partially mediates the relationship between Instagram influencer marketing and consumer purchase intention.
Research Limitations: The study was limited to Instagram Influencer Marketing as against other social media platforms
Practical Implication: Instagram marketing influencers should be considered agents acceptable for brand recommendations, attracting customers for long-term economic rewards.
Originality: This study posed originality by considering the mediating role of brand credibility.
Keywords: Keywords: Influencer marketing, Instagram, brand credibility, purchase intention.
Paper type: Dissertation
Description:
A dissertation in the Department of Marketing and Entrepreneurship, School of Business, Submitted to the School of Graduate Studies, in partial fulfilment of the requirements for the award of the degree of Master of Business Administration (Marketing) in the University of Education, Winneba
NOVEMBER, 2022
