Influencer Credibility and E-Commerce PurchaseIntentions: A Demographic Focus on Online Consumers’Responses to Social Media Marketing in BangladeshHasina Parvin Jolly
Main Article Content
Abstract
The paper aims at the comprehension of the influence of perceived credibility of the social media influencers on influencing the customer buying behavior in the rapidly expanding e-commerce business in Bangladesh. It considers how the key dimensions of influencer credibility, which include trustworthiness, expertise, attractiveness, product-influencer fit and product exposure, affect attitudes and purchase intentions according to a survey of 250 active online consumers. The result of correlation and regression show that credibility is an important predictor of purchase decision and purchase intentions and trustworthiness and attractiveness are the most significant predictors. The model explains 41.2 and 45.3 percent of the purchase decision variations and purchase intentions respectively. The small, insignificant negativistic relationship between reported trust and intention means that skepticism towards the promotional content of high levels is developed, which means that greater control of influencer relationships should be organized in Bangladesh and made more transparent.
Article Details
Section
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0). Authors retain copyright and grant the journal the right of first publication. Anyone may copy, distribute, remix, adapt and build upon the work, including for commercial purposes, provided appropriate credit is given to the original author(s) and the source, a link to the license is provided, and any changes made are indicated. License details: https://creativecommons.org/licenses/by/4.0/
How to Cite
References
1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
2. Bangladesh Bureau of Statistics. (2022). Population and Housing Census 2022. Dhaka: Bangladesh Bureau of Statistics.
3. Bangladesh Telecommunication Regulatory Commission (BTRC). (2023). Internet subscribers in Bangladesh. Retrieved September 22, 2024, from http://www.btrc.gov.bd/content/internet-subscribers-bangladesh
4. Chowdhury, R., Siddique, M. Z. R., & Alam, M. (2019). Social media influencer marketing in Bangladesh: A cultural perspective. International Journal of Marketing Studies, 11(3), 1–10.
5. Cialdini, R. B. (2001). Influence: Science and practice (4th ed.). Boston: Allyn & Bacon.
6. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.
7. Digital Bangladesh Report. (2021). Digital Bangladesh: Vision 2021. Dhaka: Information and Communication Technology Division.
8. Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
9. e‑Commerce Association of Bangladesh (e‑CAB). (2023). Bangladesh e‑commerce sector annual report. Retrieved September 22, 2024, from https://e- cab.net/public/files/anual_report/64e34ec65461a__e- CAB%208th%20AGM_%202023.pdf
10. Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1–31.
11. Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations (2nd ed.). Thousand Oaks, CA: Sage Publications.
12. Hossain, M. A., Akter, S., & Yanamandram, V. (2020). Customer analytics capabilities in the big data spectrum: A systematic approach to achieve sustainable firm performance in the Bangladesh e‑commerce industry. Journal of Enterprise Information Management, 34(1), 256–284.
13. Islam, M. S., Hossain, M. K., & Mia, M. S. (2021). The impact of social media influencers on consumer behavior in Bangladesh’s online shopping context. International Journal of Marketing Studies, 13(2), 1–14.
14. Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert scale: Explored and explained. British Journal of Applied Science & Technology, 7(4), 396–403.
15. Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Glencoe, IL: Free Press.
16. Kim, H. J., & Chan‑Olmsted, S. (2022). Influencer marketing and social commerce: Exploring the role of influencer communities in predicting usage intent. Journal of Interactive Advertising, 22(3), 249–268.
17. Lim, X. J., Radzol, A. M., Cheah, J. H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36.
18. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
19. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
20. Pärlhem, E., & Rutberg, J. (2018). Influencer marketing: A mixed method study on the effectiveness and spread of influencers.
21. Rahman, M. A., Islam, M. A., Esha, B. H., Sultana, N., & Chakravorty, S. (2020). Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh. Cogent Business & Management, 7(1), 1797330.
22. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
23. Till, B. D., & Busler, M. (2000). The match‑up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
24. Hossain, M. J. (2024). Digital Supply Chain Adoption and Operational Efficiency in Bangladesh's Manufacturing Sector: A Systematic Review. Pacific Journal of Business Innovation and Strategy, 1(1), 70-83. https://doi.org/10.70818/pjbis.v01i01.0240