Influencer Impact on Gen X Buying Choice and Attitude towards Electronic Product: Insights of Guwahati
DOI:
https://doi.org/10.63635/mrj.v2i1.255Keywords:
Generation X, Source Credibility Theory, Trustworthiness, Purchase Intention, Influencer, Partial Least Square Structural Equation Modeling (PLS-SEM)Abstract
Influencer-driven campaigns became an impact of the fast growth of the social media. This study focuses on the social media personality influence on the buying decision and the perception of the consumers of Generation X living in Guwahati, an area understudied in the marketing research. Based on the source credibility theory, the present research aims to focus its attention on the variable influences of perceived trustworthiness, expertise and attractiveness on the purchase intention. A response rate was obtained of 100. A mixed method approach is adopted which include - survey data and Partial Least Square Structural Equation Modeling (PLS-SEM) as part of the study to determine the association between influencer attributes and consumer behavioural outcomes including testing the hypothesized relationships. Results shows that influencers have a significant effect on Generation X view of technology, the need of cultural customized marketing strategies. This research is co-opted to theoretical research and give practitioners practical insights through the use of influencer endorsement in the context of technology driven product sector by expanding influencer marketing strategies to Generation X in the context of emerging region market.
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