Impact of influencer marketing and its e-WOM in digital marketing on consumers’ motivations and purchasing process

การอ้างอิง/citation

Thant, Phyu Sin. (2019). Impact of influencer marketing and its e-WOM in digital marketing on consumers’ motivations and purchasing process. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

The mass adoption of internet into daily life is that the single biggest event that has affected marketing over past three decades. New mobile devices have been exploding in the last decade and marketing departments are still catching up. Information is everywhere that customers are now smarter and able to research products in seconds, easily comparing competitors and reviews and unearthing any myths along the way. Digital marketing has become an important matter for companies because of new generation customers and the new digital age. Digital marketing is the promoting of services or products by applying digital technologies, generally on the Internet, and includes using display advertising, mobile phones, and any other digital medium. Digital marketing is more affordable, flexible, and engaging than traditional marketing methods, thus it is crucial to businesses, no matter the size. This study centered in the segment of digital marketing which is called “Influencer marketing.” A documentary research format had been applied for this study. This research focused to investigate the impact of influencer marketing on customers in the purchasing process and it analyzed the effects of influencer marketing and how the effects will change or affect consumers’ motivations in the purchasing process. The nature of e-WOM, driven by influencers or influencer marketing and its impact on customers was also analyzed. By e-WOM and influencers, it was studied that how customers can tend to decide and purchase brands in their favor, either consciously or unconsciously. Businesses or individuals would be able to formulate effective influencer marketing from this established framework at the end of study. Recommendations for implementation of this study on executive, managerial and operational levels had also been discussed along with practical and valuable suggestions for businesses, individuals and future further researches.

Keywords: Digital Marketing, Influencer marketing, e-WOM, Consumers’ motivations, Purchasing Process.

Impact of influencer marketing and its e-WOM in digital marketing on consumers’ motivations and purchasing process

Master of Business Administration (International Program), Siam University, Bangkok, Thailand