Publications and Research

Document Type

Article

Publication Date

Fall 12-12-2021

Abstract

Purpose – The purpose of this study is to present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions. The primary goal of this article is to assess the effect of DIs on customer purchase intentions via the creation of an integrated knowledge-based system (KBS).

Design/methodology/approach – The suggested KBS is based on the fuzzy analytic hierarchy process (AHP), which creates a link between DI elements and their overall effect on consumer purchase intentions.

Findings – With the help of a KBS, the performance of DIs may be evaluated. It demonstrates the link between choices connected to factors and decision criteria of various variables, demonstrating the beneficial effect of DIs in molding customer purchase intentions in the organic skincare industry.

Practical implications – The proposed KBS would aidmarketingmanagers and decisionmakers in assessing the effect of DIs on customer purchase intentions. This research would also give decisionmakerswith extensive information on influencer marketing and crucial elements that have a significant effect on customer purchase intentions.

Originality/value – This is the first research to employ the fuzzy AHP methodology and KBS in relation to influencers’ effect. No prior research has targeted the organic skincare industry to assess the effect of Internet influencers on consumer purchase intentions. Furthermore, the KBS offers a holistic and complete way to studying influencers’ effect on cost per impression (CPI) by establishing a linkage between choices and decision criteria.

Comments

Originally from Kybernetes © Emerald Publishing Limited 0368-492X DOI 10.1108/K-06-2021-04

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