Influencer marketing: a qualitative analysis of factors motivating online purchase intent

Over the past few years, influencer marketing has become one of the biggest focal points for marketers. It is important for companies to understand the drivers behind consumer online purchase intent, so they can partner with the right influencers and continue to reap the benefits of influencer marketing. These drivers were explored through 15 semi-structured interviews. They were analyzed against the Source Credibility Model using the Gioia Methodology. Preliminary results from the study include three aggregate dimensions as the main drivers of online purchases: Perceived Benefit, Degree of Risk, and Group Identification. Degree of Risk was found to be the most important determinant of online purchase intent, and perceived risk was higher when considering making purchases through smartphones, also known as mobile shopping. Therefore, in order to curate an effective influencer marketing strategy, we suggest for companies to properly vet influencers prior to entering a partnership, engage in constant and open communication, and to consider partnering with affiliate apps to make mobile shopping more convenient and lessen the degree of perceived ris