Influencing Purchases: The Effect of Social Media Influencers and Ad Awareness in Leisure Contexts
Type
conference contribution
Date Issued
2024-09-23
Author(s)
Abstract
With the rise of social media, influencers have become powerful tools in shaping consumer purchasing decisions, particularly in leisure industries such as travel, lifestyle, and fashion. This paper examines how social media influencers drive purchase intent by fostering a sense of authenticity and relatability, as well as how ad awareness in these contexts impacts consumer perceptions. Additionally the newest findings about the impact of Ad Recognitions on the Purchase Intention and Decisio were addressed.
Language
English
Keywords
Social Media Influencer
Ad Recognition
Purchase Decision
Consumer Behaviour
HSG Classification
contribution to scientific community
Event Title
NIMCon 24 - NIM Market Decisions Research Meeting
Event Location
Nürnberg
Event Date
23-24.09.2024