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Disman, Disman
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Journal : ASEAN Marketing Journal

 1 
Effect of Influencer Marketing Strategy On Consumer behaviour In Fast Moving Consumer Goods firms In Ghana Bansah, Pearl Fafa; Gaffar, Vanessa; Disman, Disman; Yuliawati, Ayu Krishna
ASEAN Marketing Journal Vol. 15, No. 2
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Research paper Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana. Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables. Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, according to the findings of the study. Several factors, such as attractiveness, credibility, expertise, reach, and engagement, affect the influence of Ghanaian influencers on consumer purchasing behaviour in FMCG firms. It has been demonstrated that these factors have a positive and statistically significant effect on the purchasing behaviour of customers Theoretical Contribution/Originality: This study enhances the theoretical understanding of influencer marketing's efficacy and provides valuable insights for practitioners and marketers seeking to leverage influencer marketing to improve their brand's performance in the competitive FMCG market. Practitioner/Policy Implications: This study emphasises the need for strategic and authentic influencer marketing for Ghana's FMCG firms. To increase customer engagement, organisations must carefully identify influencers, emphasise trust and authenticity, improve product-related content, and encourage interactive involvement. Research limitation/implications: The concentration of FMCG firms in Ghana limits the generalisability of the study's findings to other industries or countries
Co-Authors Abdul Hamid Abdul Hamid Ade Sobandi, Ade Adman, Adman Adriani, Deni Afifah, Silvi Nur Agung Pribadi, Farkhan Agus Rahayu Agustira, Deden Ahmad Fuad Ahman , Eeng Aldila Krisnaresanti, Aldila Alghifari, Erik Amir Machmud, Amir Anik Widiastuti Arry Widodo Askolani Askolani, Askolani Baihaqqy, Mochammad Rizaldy Insan Bansah, Pearl Fafa Budi Harto Chairul Furqon, Chairul Chatarina Umbul Wahyuni Chochole, Tomas Dabi, Rowland Dabi, Rowland Seyram Koku Dadang Sundawa, Dadang Dahlan, Dadang - Damayanti, Fenny Dematria Pringgabayu Dewi Mayangsari Dhana, Irgi Resa Widia Dini Turipanam Alamanda Dwi Budi Santoso Edi Suryadi, Edi Edutivia Mardetini, Edutivia Eeng Ahman, Eeng Eeng Ahman, Eeng Ahman Effendy, Femmy Ekarini, Mira Indriyulia Elly Malihah Enok Maryani Erlina Wiyanarti Ersis Warmansyah Abbas Euis Bandawaty Fauzi, Ghani Muhammad Fazar, Fazar Nuriansyah Firdausi Sulaksana, Ratu Dintha Insyani Zukhruf Grisna Anggadwita Gusni, Gusni Halimatusyadiah, Hema Hari Mulyadi, Hari Harun, Muhammad Fiqri Hendayani, Santi Hennika, Sandra Aulia Heny Hendrayati Hidayat, Yosep Hilmiatussad, Kinanti Geminastiti Hilmiatussadiah, Kinanti Geminastiti Idrus Affandi Ikaputera Waspada, Ikaputera Ikhsan, Sugiyanto Imania, Inten Noor Imas Purnamasari Imbragia, Sindi Tasya Islamiyah, Zakiyah Tsauroh Ismeirita, Ismeirita Kokom Komalasari Krishna Yuliawati, Ayu Kristanto, Kiki Kusumah, AHG L. Lisnawati Lazuardi Imani Hakam Leni Yuliyanti, Leni Lestary, Lena Lili Adi Wibowo Lisnawati Lisnawati Luckyardi, Senny M. Arief Ramdhany Marleni Marleni Marry, Marry Maya Sari Mayasari Mayasari, Mayasari Mirza Desfandi Muchtar, Muhammad Mulyana, Dendi Mulyani, Heni Mustajab, Wahyu Mutiani Mutiani Nana Supriatna Nanang Fattah Nofriansyah, Nofriansyah Novianti, Silvia Nugraha Nugraha Nugraha, Ramdan Nur, Lutfi Nurmiyati Nurmiyati Nurul Siti Jahidah Nurwita Pratami, Ni Putu Nuryanti, B Lena Pamuji Aminullah, Zakariya Pandikar, Andri Soemitra Ernandia Pandikar, Ernandia Panggabean, Romli Jumpai Pinayani, Ani Poy Saefullah Zevender Pranaputra, Randy Dwi Pratiwi, Rani Tania Puspo Dewi Dirgantari Ratih Hurriyati Ratmaningsih, Neiny Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rennyta Yusiana Rian Andriani, Rian rika verawati, rika Rina Suprina Rita Tri Yusnita Rofi Rofaida Rosita, Ai SA, Erik Salim, Amalia Nabila Samsi Samsi Sari, Mia Zultrianti Satria, Rita Siti Nurbayani Siwi, Andinna Mega Sobandi, Sobandi Solihat, Ai Nur Solihat, Asri solikin, ikin Sri Marhanah, Sri Sundusiah, Sundusiah Supriatna, Endang Susalit, Rony Sutarto Hadi Suwatno Suwatno Suzanti, Lizza Syamsul Hadi Senen, Syamsul Hadi Tjutju Yuniarsih, Tjutju Ujang Suherman, Ujang Suherman Vanessa Gaffar Verawati Verawati Waruwu, Fotuho Wirachman, Rony Yakin, Cecep Nurul Yasir Maulana Yeliawati, Ayu Krishna Yogaswara, Andrey Satwika Yuliani, Shahibah Yusuf, Abdul Zaelani Adnan, Ahmad Zakariya Pamuji Aminullah