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Disman, Disman
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Journal : ASEAN Marketing Journal

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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
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 Baihaqqy, Mochammad Rizaldy Insan Bansah, Pearl Fafa Chairul Furqon, Chairul Dabi, Rowland Dabi, Rowland Seyram Koku Dadang Sundawa, Dadang Dahlan, Dadang - 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 Halimatusyadiah, Hema Hari Mulyadi, Hari Harun, Muhammad Fiqri Hendayani, Santi Hennika, Sandra Aulia Heny Hendrayati Hilmiatussad, Kinanti Geminastiti Idrus Affandi Ikaputera Waspada, Ikaputera Ikhsan, Sugiyanto Imania, Inten Noor Imas Purnamasari Imbragia, Sindi Tasya Islamiyah, Zakiyah Tsauroh Ismeirita, Ismeirita Jahidah, Nurul Siti 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 Marry, Marry Maya Sari Mayasari Mayasari, Mayasari Mirza Desfandi Muchtar, Muhammad Mulyana, Dendi Mustajab, Wahyu Mutiani Mutiani Nana Supriatna Nanang Fattah Novianti, Silvia Nugraha Nugraha Nur, Lutfi Pandikar, Andri Soemitra Ernandia Pandikar, Ernandia Panggabean, Romli Jumpai Pinayani, Ani Poy Saefullah Zevender Pratiwi, Rani Tania Puspo Dewi Dirgantari Ratih Hurriyati Rd. Dian Herdiana Utama, Rd. Dian Herdiana Rennyta Yusiana Rian Andriani, Rian Rina Suprina 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 Sundusiah, Sundusiah Sutarto Hadi Suwatno Suwatno Syamsul Hadi Senen, Syamsul Hadi Tjutju Yuniarsih, Tjutju Ujang Suherman, Ujang Suherman Vanessa Gaffar Waruwu, Fotuho Wirachman, Rony Yakin, Cecep Nurul Yasir Maulana Yeliawati, Ayu Krishna Yogaswara, Andrey Satwika Yuliani, Shahibah Zaelani Adnan, Ahmad