Effect of Influencers on Consumer Purchase Intention

Authors

  • Ujjwata Gautam Kathmandu College of Management, Kathmandu, Nepal https://orcid.org/0009-0002-8029-0273
  • Aashreya Shrestha Kathmandu College of Management, Kathmandu, Nepal
  • Riya Basnet Kathmandu College of Management, Kathmandu, Nepal
  • Kushal Khadka Kathmandu College of Management, Kathmandu, Nepal
  • Pujan Ghale Kathmandu College of Management, Kathmandu, Nepal
  • Suhel Jadhav Kathmandu College of Management, Kathmandu, Nepal

DOI:

https://doi.org/10.3126/npjbe.v6i1.58901

Keywords:

influencer marketing, influencer, multiple regression, purchase intention, content

Abstract

This study examines the effect of influencers on consumer purchase intention in the urban areas of Nepal, specifically the major cities of Kathmandu and Lalitpur. The sample size for this study is 100 respondents, determined using the rule of 1:4. Descriptive statistics, correlation, ANOVA, and multiple regression were used to analyze the data. The findings suggest that marketers do not have to choose different influencers according to gender or levels of education, but rather according to age group. Additionally, marketers should consider using influencer marketing and choose influencers based on their use of influencer marketing tools, credibility in their content, and their product target market. This study adds to the existing research on the impact of social media and influencer marketing on consumer behavior in Nepal.

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Author Biographies

Ujjwata Gautam, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Aashreya Shrestha, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Riya Basnet, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Kushal Khadka, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Pujan Ghale, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

Suhel Jadhav, Kathmandu College of Management, Kathmandu, Nepal

BBA Scholar

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Published

2023-09-29

How to Cite

Gautam, U., Shrestha, A., Basnet, R., Khadka, K., Ghale, P., & Jadhav, S. (2023). Effect of Influencers on Consumer Purchase Intention. New Perspective: Journal of Business and Economics, 6(1), 23–32. https://doi.org/10.3126/npjbe.v6i1.58901

Issue

Section

Research