“Influencer marketing: the impact of online influencers on Generation Y’s purchase intention in China”

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Jin, Ming (2023) “Influencer marketing: the impact of online influencers on Generation Y’s purchase intention in China”. [Dissertation (University of Nottingham only)]

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Abstract

With the accelerated expansion of e-commerce in China, "influence marketing," which demonstrates the dazzling growth curve, has become a preferred choice among customers. With the growth of this new revolution, the consumption market and social media are no longer completely independent. With the development of this new revolution, the consumption market and social media are no longer completely independent. The audiences will indeed be granted the option to choose social media; additionally, social media platforms should dynamically fulfil the consumer's expectations. E-commerce platforms and digital marketing strategies are becoming crucially influential. Whereas the online business is continuously growing, more vertical sub-sectors have adopted in influence marketing.

Employing a mixed research method, this article takes the influence marketing of social media influences as a research object, in accordance with the characteristics of the development of online transactions in this new era, sorts out and discusses the status quo, issues and practical applications of social influence marketing in Chinese e-commerce market and seeks for the effect of social media influence marketing on the development of e-commerce and young generation purchase intention.

In doing so, I present leaders and practitioners with actionable long-term strategies, as well as scholars with future study directions.

Item Type: Dissertation (University of Nottingham only)
Keywords: influencer marketing, purchase intention, Generation Y, source credibility model
Depositing User: Jin, Ming
Date Deposited: 20 Feb 2023 04:36
Last Modified: 20 Feb 2023 04:36
URI: https://eprints.nottingham.ac.uk/id/eprint/71344

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