Abstract
Manuscript type: Research paper
Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana.
Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables.
Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour in FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers
Theoretical Contribution/Originality: This study enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brand's performance in the competitive FMCG market.
Practitioner/Policy Implications: This study emphasises the need for strategic and authentic influencer marketing for Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement.
Research limitation/implications: The concentration of FMCG firms in Ghana limits the generalisability of the study's findings to other industries or countries
Bahasa Abstract
Jenis Naskah: Makalah Penelitian Tujuan Penelitian: Studi ini menguji pengaruh strategi pemasaran influencer terhadap perilaku pembelian konsumen di antara perusahaan Barang Konsumen Bergerak Cepat (FMCG) di Ghana. Desain/Metodologi/Pendekatan: Penelitian ini menggunakan desain penelitian eksplanatori (kausal). Sebanyak 31 item kuesioner yang dibagi menjadi empat kategori digunakan untuk mengumpulkan data kuantitatif. Kuesioner daring dikirim kepada konsumen FMCG di Wilayah Greater Accra dan Ashanti di Ghana, yang berusia 18 hingga 48 tahun atau lebih. Analisis regresi berganda dilakukan untuk memahami hubungan antara variabel-variabel penelitian. Temuan Penelitian: Temuan menunjukkan bahwa YouTube adalah platform media sosial paling populer di kalangan pengguna Ghana, sesuai dengan hasil penelitian ini. Beberapa faktor, seperti daya tarik, kredibilitas, keahlian, jangkauan, dan interaksi, memengaruhi pengaruh influencer Ghana terhadap perilaku pembelian konsumen di perusahaan FMCG. Telah terbukti bahwa faktor-faktor ini memiliki efek positif dan signifikan secara statistik terhadap perilaku pembelian konsumen. Kontribusi Teoritis/Orisinalitas: Penelitian ini meningkatkan pemahaman teoritis tentang efektivitas pemasaran influencer dan memberikan wawasan berharga bagi praktisi dan pemasar yang ingin memanfaatkan pemasaran influencer untuk meningkatkan kinerja merek mereka di pasar FMCG yang kompetitif. Implikasi Praktisi/Kebijakan: Penelitian ini menekankan perlunya pemasaran influencer yang strategis dan otentik di perusahaan FMCG di Ghana. Untuk meningkatkan keterlibatan pelanggan, organisasi harus dengan hati-hati mengidentifikasi influencer, menekankan kepercayaan dan otentisitas, meningkatkan konten terkait produk, dan mendorong keterlibatan interaktif. Keterbatasan Penelitian/Implikasi: Pusat konsentrasi pada perusahaan FMCG di Ghana membatasi generalisabilitas temuan penelitian ini ke industri atau negara lain.
References
Abidin, C. (2016). Visibility labour: Engaging with Influencers’ fashion brands and# OOTD advertorial campaigns on Instagram. Media International Australia, 161(1), 86-100.
Agénor, M. (2020). Future directions for incorporating intersectionality into quantitative population health research. American journal of public health, 110(6), 803-806.
Andersen, K., & Clevenger, T. (1963). A summary of experimental research in ethos. Communications Monographs, 30(2), 59-78.
Asamoah, G., Seglah, S. K., Coffie, I. S., Kusi, L. Y., Afum, E., & Bonsu-Owu, H. K. (2024). Social media advertising and marketing performance of SMEs in Ghana: moderating roles of firm size and fear of missing out. International Journal of Electronic Marketing and Retailing, 15(1), 68-88.
Belagatti, P. (2017). The importance and Impact of Influencer Marketing in 2017.
Brilliant, M. A., & Achyar, A. (2013). The impact of satisfaction and trust on loyalty of e-commerce customers. ASEAN Marketing Journal.
Brown, D., & Hayes, N. (2008). Influencer marketing. Routledge.
Bruce, E., Shurong, Z., Egala, S. B., Amoah, J., Ying, D., Rui, H., & Lyu, T. (2022). Social media usage and SME firms’ sustainability: An introspective analysis from Ghana. Sustainability, 14(15), 9433.
Cohen, L., Manion, L., & Morrison, K. (2013). Validity and reliability. In Research methods in education (pp. 203-240). Routledge.
Colliander, J., & Marder, B. (2018). ‘Snap happy’brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on Instagram. Computers in Human Behavior, 78, 34-43.
de la Rubia, J. M. (2023). Standardized Distance from the Mean to the Median as a Measure of Skewness. Open Journal of Statistics, 13(3), 359-378.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International journal of advertising, 36(5), 798-828.
Demo, G., Silva, T. L. d., Watanabe, E., & Scussel, F. B. C. (2019). Credibility, audacity and joy: Brand personalities that connect users to social media. BAR-Brazilian Administration Review, 15.
Dhun, & Dangi, H. K. (2023). Influencer marketing: Role of influencer credibility and congruence on brand attitude and eWOM. Journal of Internet Commerce, 22(sup1), S28-S72.
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39.
Dupre, K., & Gruen, T. W. (2004). The use of category management practices to obtain a sustainable competitive advantage in the fast‐moving‐consumer‐goods industry. Journal of Business & Industrial Marketing, 19(7), 444-459.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., & Gandasari, D. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11).
Dwivedi, A., & McDonald, R. (2018). Building brand authenticity in fast-moving consumer goods via consumer perceptions of brand marketing communications. European Journal of marketing, 52(7/8), 1387-1411.
East, R., Singh, J., Wright, M., & Vanhuele, M. (2021). Consumer behaviour: Applications in marketing. Sage.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149.
Farrell, J. R., Campbell, C., & Sands, S. (2022). What drives consumers to engage with influencers?: Segmenting consumer response to influencers: Insights for managing social-media relationships. Journal of Advertising Research, 62(1), 35-48.
Festinger, L. (1957). A theory of cognitive dissonance (Vol. 2). Stanford university press.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. J. P. r. r. (2011). Who are the social media influencers? A study of public perceptions of personality. 37(1), 90-92.
Ghana Statistical Service, G. (2021). 2021 Population Housing Census. Provisional results (1682-1750).
Guan, C., & Li, E. Y. (2021). A note on influencer marketing in social media. International Journal of Internet Marketing and Advertising, 15(2), 124-128.
Jahnke, M. (2018). Ist Influencer-Marketing wirklich neu? Springer.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence Planning
Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814.
Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).
Kim, D. Y., & Kim, H.-Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business research, 134, 223-232.
Landau, M. J., Johns, M., Greenberg, J., Pyszczynski, T., Martens, A., Goldenberg, J. L., & Solomon, S. (2004). A function of form: terror management and structuring the social world. Journal of personality social psychology, 87(2), 190.
Lim, X. J., Radzol, A., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19-36.
Lou, C., Taylor, C. R., & Zhou, X. (2023). Influencer marketing on social media: how different social media platforms afford influencer–follower relation and drive advertising effectiveness. Journal of Current Issues & Research in Advertising, 44(1), 60-87.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Malik, A. (2023). The Role of Social Media Marketing in Shaping Customer Perceptions of Modern Hospitality Brands in Ghana. Journal of Modern Hospitality, 2(1), 37-49.
Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
Mensah, K., & Amenuvor, F. E. (2022). The influence of marketing communications strategy on consumer purchasing behaviour in the financial services industry in an emerging economy. Journal of Financial Services Marketing, 27(3), 190-205.
Miguel, C., Clare, C., Ashworth, C. J., & Hoang, D. (2022). ‘With a little help from my friends’: exploring mutual engagement and authenticity within foodie influencers’ communities of practice. Journal of Marketing Management, 38(13-14), 1561-1586.
Myoung, A. (2021). How engagement with influencer marketing campaigns affect the brand performance: a case of stories on Instagram
Newman, T., Peck, J., & Wilhide, B. (2017). Social media in sport marketing. Routledge.
Niloy, A. C., Alam, J. B., & Alom, M. S. (2023). Influencer marketing: factors influencing a customer’s purchase intention. Asian Journal of Business Environment, 13(1), 23-32.
Odoom, R., Kosiba, J. P. B., & Odoom, P. T. (2024). Brand hate experiences and the role of social media influencers in altering consumer emotions. Journal of Brand Management, 31(2), 1-14. https://doi.org/https://doi.org/10.1057/s41262-024-00356-x
Ooi, K.-B., Lee, V.-H., Hew, J.-J., Leong, L.-Y., Tan, G. W.-H., & Lim, A.-F. (2023). Social media influencers: An effective marketing approach? Journal of Business research, 160, 113773.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy.
Putri, I. T., & Astuti, R. D. (2021). Comparative analysis of youtuber and celebgram in developing consumer brand perceptions and intentions to buy luxury brand cosmetics. ASEAN Marketing Journal.
Rahayu, R., & Sudarmiatin, S. (2022). Effects of influencers on social media on interest in buying East Java culinary. International Journal of Science, Technology & Management, 3(3), 744-753.
Rahman, K. T. (2022). Influencer Marketing and Behavioral Outcomes: How Types of Influencers Affect Consumer Mimicry? SEISENSE Business Review, 2(1), 43-54.
Rizomyliotis, I., Konstantoulaki, K., & Giovanis, A. (2024). Social Media Influencers’ Credibility and Purchase Intention: The Moderating Role of Green Consumption Values. American Behavioral Scientist, 19(3), 11-34.
Setiawan, B., Afiff, A. Z., & Heruwasto, I. (2021). Personal norm and pro-environmental consumer behavior: an application of norm activation theory. ASEAN Marketing Journal.
Sharif, A., Awan, T. M., & Paracha, O. S. (2022). The fake news effect: what does it mean for consumer behavioral intentions towards brands? Journal of Information, Communication and Ethics in Society, 20(2), 291-307.
Shuqair, S., Filieri, R., Viglia, G., Mattila, A. S., & Pinto, D. C. (2024). Leveraging online selling through social media influencers. Journal of Business research, 171, 114391.
Tafheem, N., El-Gohary, H., & Sobh, R. (2022). Social media user-influencer congruity: An analysis of social media platforms parasocial relationships. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-26.
Tuten, T., & Mintu-Wimsatt, A. (2018). Advancing our understanding of the theory and practice of social media marketing: Introduction to the special issue. In (Vol. 26, pp. 1-3): Taylor & Francis.
Tweneboah-Koduah, E. Y., & Coffie, I. S. (2024). Influencing Behavior Change through Corporate Social Marketing: Evidence from Ghana. Journal of Nonprofit & Public Sector Marketing, 36(2), 208-233.
Vilkaite-Vaitone, N. (2024). From Likes to Sustainability: How Social Media Influencers Are Changing the Way We Consume. Sustainability, 16(4), 1393.
Vincent, K., & Thompson, S. (2022). Estimating the size and distribution of networked populations with snowball sampling. Journal of Survey Statistics and Methodology, 10(2), 397-418.
Vinerean, S. (2017). Importance of strategic social media marketing. In Importance of strategic social media marketing: Vinerean, Simona.
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Wadood, F., Akbar, F., & Ullah, I. (2021). The importance and essential steps of pilot testing in management studies: A quantitative survey results. Journal of Contemporary Issues in Business and Government, 27(5), 1-13.
Wibawa, R. C., Pratiwi, C. P., & Larasati, H. (2021). The role of nano influencers through Instagram as an effective digital marketing strategy. Conference Towards ASEAN Chairmanship 2023 (TAC 23 2021),
Recommended Citation
Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; and Yuliawati, Ayu Krishna
(2023)
"Effect of Influencer Marketing Strategy On Consumer behaviour In Fast Moving Consumer Goods firms In Ghana,"
ASEAN Marketing Journal: Vol. 15:
No.
2, Article 4.
DOI: 10.7454/amj.v15i2.1194
Available at:
https://scholarhub.ui.ac.id/amj/vol15/iss2/4
