What is it about?
This study investigates the relationship between the credibility of online video game influencers, like PewDiePie, and the purchase intentions of their followers. By assessing factors such as engagement, attractiveness, and trustworthiness, we aim to understand how a credible influencer can influence their audience's decision-making when it comes to buying video games.
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Why is it important?
This research is important because it reveals the significant impact that credible online gaming influencers have on their followers' purchase decisions. With 4.2 billion active social media users, understanding this relationship can help marketers and game developers create more effective strategies to reach and influence their target audience. Additionally, the findings contribute to the existing literature by addressing evidence gaps in previous studies.
Perspectives
Conducting this study was an exciting opportunity to dive into the world of online gaming influencers and their impact on consumer behavior. It was fascinating to see how factors like engagement, attractiveness, and credibility can affect an influencer's ability to sway their followers' purchase decisions. As the online landscape continues to evolve, I hope this research will help both marketers and game developers better understand the power of influencer marketing and make informed decisions when engaging with influencers to promote their products.
Dr. Smith Boonchutima
Chulalongkorn University
Read the Original
This page is a summary of: Online Video Game Influencer's Credibility and Purchase Intention, Drustvena istrazivanja, December 2022, Institute of Social Sciences Ivo Pilar,
DOI: 10.5559/di.31.4.06.
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