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Instagram influencer marketing and consumer purchase intention The mediating role of brand credibility

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dc.contributor.author Adjirakor, E.
dc.date.accessioned 2024-03-25T17:53:56Z
dc.date.available 2024-03-25T17:53:56Z
dc.date.issued 2022
dc.identifier.uri http://41.74.91.244:8080/handle/123456789/2777
dc.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 en_US
dc.description.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 en_US
dc.language.iso en en_US
dc.publisher University of Education, Winneba en_US
dc.subject Instagram en_US
dc.subject marketing and consumer purchase en_US
dc.subject brand credibility en_US
dc.title Instagram influencer marketing and consumer purchase intention The mediating role of brand credibility en_US
dc.type Thesis en_US


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