Social media influencers marketing impact on consumer purchase intention for local recognised sneaker brands
Date
2022
Authors
Molokwane, Mathilda
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Abstract
This study focuses on the Social Media Influencer influence on local branded sneakers. Sneaker influencers, heavily fuel the sneaker industry especially in this day and age, thanks to social media users. Influencers can push trends in a positive direction and show other people what is next. In 2018, sneakers globally were valued at $58 billion and is predicted to rise to $88 billion by 2024. South Africa is experiencing an increase in local sneaker brands, one prominent example is Bathu Sneakers which is currently worth R18,5 Million in turnover within three years after launch, The sneaker has made a positive impact in the South African sneaker market with the support of influencers and has encouraged many other local entrepreneurs to come to the forefront. The following study concerns the extent of Source Credibility (Attractiveness, Trustworthiness and Expertise) and Customer based brand equity model (Brand Loyalty, Brand Awareness, Brand Attitudes, Perceived Quality, Brand Associations) influence on young South Africans’ purchase intention in connection with local branded sneakers based at Gauteng province. The models formed the theoretical framework behind this study and highlighted significant role in consumers’ decision-making process, and factors considered when purchasing local branded sneakers. The study was quantitative in nature where non-probability was used to select suitable participants. 372 willing participants completed the questionnaire. The collection of data was processed in SPSS 27 and Amos 27 for descriptive statistics and structural equation modelling respectively. The results revealed that Brand Attitude and Purchase intention had the strongest relationship compared to all other hypothesized relationships indicating that the perceptions that are formed by consumers of local sneaker brands as a result of social media influencers is imperative in influencing the local sneaker brands purchase intention. The contribution of this study was to enhance the comprehension of existing literature on the relationship between the predictor variables (Attractiveness, Trustworthiness and Expertise) and the outcome variables (purchase intention and brand loyalty of local branded sneakers) and to enhance literature comprehension of brand equity model (Brand Awareness, Brand Attitudes, Brand Association and Perceived Quality) in relation to Social Media Influencers and local branded Sneakers. The purpose of this study is to investigate the relationship between Source Credibility (Attractiveness, Trustworthiness, Expertise) of Social Media Influencers and their influence on Brand Associations, Perceived Quality, Brand Awareness And Brand Attitudes towards purchase intention and brand loyalty of local sneakers brands.
This research will help guide practitioners, public policy makers and academicians who wish to understand the influence of source credibility (attractiveness, trustworthiness, and expertise), brand loyalty, brand attitude, perceived quality, brand association and brand awareness, purchase intention of South African youth. Findings from this study can be used to craft marketing strategies that managers, agencies, research organizations, creative advertising agencies, media agencies, and strategists can utilize for their benefit
Description
A research report submitted in partial fulfilment of the requirements for the degree of Master of Commerce in Marketing to the Faculty of Commerce, Law and Management, School of Economic and Business Sciences, University of the Witwatersrand, Johannesburg, 2022