BRIDGING PERCEIVED QUALITY, INFLUENCERS AND IMPULSE PURCHASES: A CONCEPTUAL PAPER
DOI:
https://doi.org/10.18623/rvd.v23.5028Palavras-chave:
Consumer Behaviour, Human And Health, Impulse Purchase, Influencer, Perceived QualityResumo
Traditionally, perceived quality is often tied to brands, marketing, and financial assets. Nevertheless, with the advancement of technology, particularly influencers, the effects of perceived quality towards impulse purchases remain unknown. This conceptual paper examines the relationship between perceived quality and impulse buying, incorporating a mediator – influencers. By incorporating influencers into the impulse buying picture, this paper presents a novelty study that discusses the conceptual model, hypothesis development, and convergent mixed-methodologies to achieve this objective. The concurrent mixed method is a pragmatic paradigm blending the current reality without neglecting the scientific aspect of research. Impulse purchases are bad for the economy as they increase expenditure and lead to financial health. The results will assist researchers in identifying and emphasising any influences that influencers or celebrity endorsements may have on impulse purchasing habits. It enables the researchers to highlight any effects of influencer endorsement and suggest potential awareness campaigns that address the problem. From an academic standpoint, including influencers as mediators is novel and expands upon the corpus of study. Additionally, from the industry standpoint, it offers insights into how brands and influencers can work together to create sustainable and enduring brands through best practices.
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