| Keywords [eng] |
trustworthiness, expertise, attractiveness, purchase intention, millennials, influencer marketing, social media, online language education |
| Abstract [eng] |
Problem formulation: This thesis examines how the characteristics of social media influencers—trustworthiness, expertise, and attractiveness—impact millennials' purchase decisions for online language learning services. The aim of this research is to explore whether these characteristics influence purchase intentions and determine which characteristic has the most significant effect. Additionally, it examines the ways these characteristics relate to each other, and whether gender has a moderator impact. The objectives include: measuring the influence of trustworthiness, expertise, and attractiveness on purchase intentions; identifying the most significant characteristic; and examining the role of gender and interactions. The current research consists of three major parts: a literature review, research methods, and an analysis of the research results. The literature review provides an overview of the concept of influencer marketing and its impact on millennials' purchasing behavior in the context of online language learning services. The analysis explores the characteristics of social media influencers—trustworthiness, expertise, and attractiveness—that may influence purchase intentions. These variables are examined alongside moderating factors, such as gender, and the mediating role of trustworthiness in shaping consumer behavior. The study emphasizes the importance of these attributes in determining the effectiveness of influencer marketing in the online education sector. A quantitative research design was adopted, employing a structured survey distributed via social media platforms, and 284 participants’ responses were used in the analysis. Established scales were used to measure influencer characteristics and purchase intentions. Data were analyzed through descriptive statistics, factor analysis, and regression modeling using SPSS. Key findings reveal that trustworthiness is the most influential factor, significantly affecting purchase intentions, while expertise and attractiveness have weaker effects. Trustworthiness mediates the relationship between expertise and purchase intentions, enhancing credibility. Gender was found not to moderate these effects. Conclusions highlight the importance of trustworthiness in influencer marketing for online education services. Recommendations include selecting trustworthy influencers for campaigns targeting millennials, offering valuable insights for marketers to enhance engagement and conversion rates. |
