The Power of Influencer Marketing: The Most Suitable and Valuable Influencer Type for Sports Clothing Brands
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2021-07-06
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en
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This Master’s Thesis investigates the influence of different influencer types on the consumer attitude, purchase intention and influencer credibility when it comes to sports clothing, and the moderating role of number of followers in this influence. This research provides sports clothing brands more insights into how useful influencer marketing will be for them and which influencer type will be their best choice. Using a two (types of influencers: entertainer and infotainer) by three (number of followers: micro, meso and macro) within-subjects experimental design survey, data was collected on how Dutch female Instagram users from 15 to 30 years old perceive six different influencers. By means of statements, the opinions of the respondents were asked about the perceived influencer’s credibility, and the respondent’s consumer attitude and purchase intention towards the promoted sports clothing. The findings of this study indicated that the influencer type does matter for a more positive consumer attitude, a higher purchase intention and a higher perceived credibility when it comes to sports clothing. In fact, the micro-infotainer would be the best option for a sports clothing brand to use in their marketing programs.
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Faculteit der Managementwetenschappen