Impact of Social Media Influencers' Attributes in the Purchase Desire of Consumers of Quick Service Restaurants
Authors/Creators
- 1. Department of Humanities, PSG College of Technology, Coimbatore, India
Description
Abstract: As a result of the proliferation of digital media, consumers are better able to evaluate the credibility and accuracy of advertising. To cut through the noise of all the other ads out there, many companies are turning to influencer marketing. One of the most prominent marketing movements of the past decade, influencer marketing advocates for a multidisciplinary approach. Today, social media influencer marketing has emerged as a novel digital marketing tool. An influencer on social media is a user who actively promotes a company's goods or services in the form of content like photos, videos, and updates. As more consumers rely on social media, businesses are beginning to understand the importance of influencers in swaying consumers' decisions. Current research sheds light on the attributes of social media influencers and how they attract customers to quick service restaurants.
Keywords: Digital media, Advertising, Influencer Marketing, Purchasing Decision-Making, Quick Service Restaurants.
JEL Classification Number: M31, M37
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