IMPACT OF SOCIAL MEDIA INFLUENCER MARKETING ATTRIBUTES ON PURCHASE INTENTION AMONG MILLENIALS

Abstract

Social media has become the most widely used interactive technology in marketing in digital era. Among different techniques used by marketers, Influencer marketing has gained the marketers attention and attained as top marketing strategy in recent times. Influencer marketing is a kind of social media marketing through influencers who have gained popularity among the followers on a specialized area of expertise. This paper investigates the impact of social media influencer marketing attributes on purchase intention among the millennial consumers. From the results it is found that the attributes of influencers - Influencer Page perception, content sharing, Perceived benefit, Influencer Credibility, Influencer Similarity, Influencer Familiarity is positively related to purchase intention. Purchase intention of the millennial is highly affected by the attribute content sharing of the influencers followed by influencer page perception and influencer familiarity .Social media influencers should consider these attributes in future to engage their followers. Marketers while selecting influencers should focus on these attributes for better product reach and increase in sales volume through influencer marketing campaign.

KEYWORDS Influencer Marketing, Purchase Intention, Social media influencers, Content sharing, Influencer Familiarity, Influencer Page perception, Influencer Similarity.