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Analysis Study Research Paper | Marketing | India | Volume 12 Issue 5, May 2023 | Rating: 4.8 / 10
A Comparative Study on Influencer Marketing Communication and Online Video Advertising on Purchase Intention of Consumers
Mohammed Kamran Nomani, Dr Md Alamgir
Abstract: Business organization tries to implement engaging advertisement to stand apart from their competitor. Among video advertisements, influencer marketing communication has a unique place. This paper intends to assess the difference between influencer marketing communication and regular online advertising on the purchase intention of consumers by using the TRA model for durable goods. Using the Wilcoxon signed rank test, the author performed a paired difference test of repeated measurements on a single sample. Sample collected through a survey questionnaire distributed online to reach the respondent in a natural environment. In contrast to the earlier study on influencer marketing communication for non - durable items, we discover that influencer marketing has a direct impact on consumer purchase intention for durable goods as opposed to conventional online video advertisement. The study suggests marketer implement influencer marketing communication strategy for durable goods to win an edge over competitor.
Keywords: Influencer Marketing Communication, Regular Online Advertising, TRA model
Edition: Volume 12 Issue 5, May 2023
Pages: 1050 - 1053