Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/243153 
Year of Publication: 
2021
Series/Report no.: 
IUBH Discussion Papers - Marketing No. 2/2021
Publisher: 
IU Internationale Hochschule, Erfurt
Abstract (Translated): 
Pamela Reif, a German fitness influencer regulary reaches over eight million followers with her fitness posts and videos. Needless to say that many sports companies such as Puma reach out to her. What is so special about a relationship between an influencer and his/her followers and what actually influences consumers' purchase decision and purchase channel? Using logistic regressions, this study shows that the type of relationship and the believability of the influencer indeed influence the purchase decision. The perceived believability also influences the probability of purchasing a product presented by the influencer using the swipe-up function.
Subjects: 
Influencer Marketing
Kaufentscheidungsprozess
Kaufverhalten
Social Media
Glaubwürdigkeit
Vertrauen
Document Type: 
Working Paper

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