Do People Still Listen To Influencers For Buying Decision? Influencer Effect On Purchase Decision Mediated By Electronic Word Of Mouth

Jean Richard Jokhu, Renika Yuliana
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Abstract

The proliferation of local skincare products has reach nationwide awareness. Practitioners have find an increasing attention to facilitating skincare consumer purchase decision exposures with influencer and word of mouth strategies. However, previous research on the impact of influencers on consumers' word of mouth is limited. This study aims to provide new insights into the drivers of customer purchase decisions on local skincare products. influencers and electronic word of mouth. The questionnaire spread to determine the appropriate influencers' effect. An online survey was held on to test the proposed model. Results indicate that influencers and word of mouth predict consumer purchase decisions. Word of mouth mediated the effect of influencers and consumer purchase decisions. This study sheds on a new path to the understanding of social media influencers through the lens of digital channels. Word of mouth is able to boost the effect of influencers on all social media channels.
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人们还会听从影响者的意见做出购买决策吗?以电子口碑为中介的影响者对购买决策的影响
本地护肤品的激增已在全国范围内引起关注。从业人员发现,通过影响者和口碑策略来促进护肤品消费者购买决策的曝光率越来越受到重视。然而,以往有关影响者对消费者口碑影响的研究十分有限。本研究旨在通过影响者和电子口碑,为消费者购买本地护肤品决策的驱动因素提供新的见解。通过问卷调查来确定适当的影响者效应。为检验所提出的模型,还进行了在线调查。结果表明,影响者和口碑能预测消费者的购买决策。口碑在影响因素和消费者购买决策之间起到了中介作用。这项研究通过数字渠道的视角,为理解社交媒体影响者开辟了一条新路。在所有社交媒体渠道上,口碑都能提升有影响力者的效应。
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