International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

MENU

Call for Papers

The Brooklyn Research and Publishing Institute (BRPI) invites academics, scholars, researchers, and professionals from around the world to submit their manuscripts for publication in our wide range of highly esteemed peer-reviewed academic journals.

Read more...

Recruitment of Reviewers

The Brooklyn Research and Publishing Institute (BRPI), a distinguished international publisher of open-access academic journals, is currently inviting qualified scholars to join its esteemed pool of peer reviewers.

Read more...

Article Icon Article Information
Original Research Article | Open Access | Peer Reviewed update icon Check for updates

The Effect of Influencer Marketing on Purchase Intention across Various Generations

Yi Hsu Email and Kunin Nawapon Email
Abstract This study examines the impact of influencer marketing on consumer purchasing intentions across generational cohorts, with a focus on Generation X. While prior research emphasizes Generation Y and Z for their digital proficiency, Generation X holds significant economic power and market potential. Using regression analysis and LISREL modeling, this research explores the effects of para-social interactions, celebrity endorsements, and price perception on purchase intentions. Findings reveal that Generations Y and Z are highly responsive to influencer marketing, while Generation X values credibility and authenticity. Celebrity endorsements significantly impact all generations, though para-social interactions and price perception influence purchase intentions differently. These insights provide strategic guidance for marketers in tailoring influencer strategies to diverse generational preferences, enhancing consumer engagement.
Full Text: PDF   |   DOI: https://doi.org/10.30845/ijbss.v16p2
Article History:
9 March 2025 | Accepted: 26 March 2025 | Published: 30 April 2025
Reviewer(s): Dr. Ioanna Dimitrakaki, Professor of Business Management, International Hellenic University, Greece; ORCID iD: https://orcid.org/0000-0002-8140-3033; Phone: +30 698 372 8696.
Email: [email protected] Prof. Hillary Busolo, Alupe University, Kenya; ORCID iD: https://orcid.org/0009-0007-4632-3613; Phone: +254 722 370302.
Email: [email protected]
Address for Correspondence: Yi Hsu, Department of Business Administration, National Formosa University, Huwei Township, Yunlin County, Taiwan.
[email protected]
Cite this article:
APA | MLA | Chicago | Harvard | Vancouver
Article Metrics (Citations):
For the most up-to-date citation information for this article, please refer to Google Scholar.

Note: Citation statistics will only be available once the article is indexed in Google Scholar.