An explorative study on the positive role mega influencers have on purchasing behavior of consumers in the swimwear industry

Abstract

As social media becomes a more integrated part of our lives, influencer marketing has become a marketing trend (Knightley, 2019). People are turning to their favorite Instagram models for advice and recommendations on purchasing decisions. Hence, the research explored the positive effect mega influencers have on the purchasing behavior in the swimwear industry. Research was conducted using the interpretivist paradigm and made use of an explanatory research design. Standardized unstructured in-depth interviews were used as they allowed the researcher to understand participant’s perspectives regarding mega influencers and the effect mega influencers have on consumers purchasing behavior.Interviews were conducted in Sparkle Bikini’s boardroom whereby qualitative data was collected by 3 swimwear consumers and analyzed using narrative analysis to explore transcripts. Findings indicated that the purchasing behavior of consumers is positively effected by mega influencers in the swimwear industry. Therefore, this research contributes to assist marketing managers with new evidence to support the use of mega influencers in advertising campaigns in effort to effect consumers purchasing behavior positively.