How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2021.
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| Формат: | Internship report |
| Язык: | English |
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Brac University
2021
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| Online-ссылка: | http://hdl.handle.net/10361/15092 |
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10361-150922021-10-03T21:01:25Z How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry Akram, Irfan Mamoon, Mahreen Brac Business School, Brac University Social media Fashion industry Consumer perception Instagram Internet marketing This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2021. Cataloged from PDF version of internship report. Includes bibliographical references (pages 25-29). The use of social media influencers (SMI) is increasingly being explored and evaluated by marketers both globally and in Bangladesh. This quantitative research aims to contribute in the field of social media influencer (SMI) marketing, particularly in understanding of factors that affect consumers perception of SMIs on Instagram and how these perceptions can affect their purchase decision for the products being endorsed by these SMIs in the fashion industry. Four hypotheses have been constructed to test and analyze the relationship of the four variables- perceived credibility, likeability, perceived experience, and frequency with the fifth variable- purchase intention. To conduct this study, 110 responses from various Instagram user age groups have been collected as data. Non probability snowball sampling technique was used for this sampling. All the hypothesis of the research are supported and concluded that there is positive statistically significant correlation between each of the first four variables with purchase intention at varying levels of correlation coefficient(r) strength. Irfan Akram B. Business Administration 2021-10-03T05:13:58Z 2021-10-03T05:13:58Z 2021 2021-06 Internship report ID 17104182 http://hdl.handle.net/10361/15092 en Brac University Internship reports are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. 35 pages application/pdf Brac University |
| institution |
Brac University |
| collection |
Institutional Repository |
| language |
English |
| topic |
Social media Fashion industry Consumer perception Internet marketing |
| spellingShingle |
Social media Fashion industry Consumer perception Internet marketing Akram, Irfan How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry |
| description |
This internship report is submitted in partial fulfillment of the requirements for the degree of Bachelor of Business Administration, 2021. |
| author2 |
Mamoon, Mahreen |
| author_facet |
Mamoon, Mahreen Akram, Irfan |
| format |
Internship report |
| author |
Akram, Irfan |
| author_sort |
Akram, Irfan |
| title |
How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry |
| title_short |
How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry |
| title_full |
How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry |
| title_fullStr |
How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry |
| title_full_unstemmed |
How consumer perception of social media influencers on Instagram affect their purchase intention in the fashion industry |
| title_sort |
how consumer perception of social media influencers on instagram affect their purchase intention in the fashion industry |
| publisher |
Brac University |
| publishDate |
2021 |
| url |
http://hdl.handle.net/10361/15092 |
| work_keys_str_mv |
AT akramirfan howconsumerperceptionofsocialmediainfluencersoninstagramaffecttheirpurchaseintentioninthefashionindustry |
| _version_ |
1814308754126012416 |