Sep 2026· Iraqi Journal for Administrative Sciences· 0 citations
Abstract
This study aims to analyses the impact of influencer marketing on brand building and consumer behavior within the apparel sector on social media platforms. A descriptive quantitative approach was employed, utilising an online questionnaire to collect data from a sample of 103 social media users in Iraq. Statistical methods were used to analyse the data and measure the impact of influencer credibility, content quality and self-awareness on consumer behavior and brand building. The results revealed that influencer credibility and self-awareness were the most influential factors in determining purchase intent, whereas content quality and frequent exposure to digital content were found to enhance brand presence and increase the likelihood of purchase. The findings also indicated that influencer marketing significantly explains variability in consumer behavior, thus confirming its effectiveness in the Iraqi market. The study recommends selecting credible influencers, producing creative content and developing marketing strategies that are tailored to the characteristics of digital platforms.
This study aims to analyze the influence of brand awareness, perceived quality, and social media advertising on the purchase intention of Nike shoes among university students in Malang City. The increasing competition among global sportswear brands has encouraged companies to understand factors that influence consumer...
Andreal Myrza Darmawan, Maulana Malik Ibrahim, Dilan Wahyu Putra et al.· Indonesian Journal of Social...· 0 citations
This study investigates the influence of green perceived risk, green perceived value, and green word of mouth on green purchase intention. This research employed a causal associative approach to examine the relationships among the variables. The population consisted of consumers of Indomaret Point SPBU BP AKR in Joglo,...
Dewi Murtiningsih, Loeky Rono Pradopo, Supriyatno Supriyatno et al.· Jurnal Publikasi Ilmu Manaje...· 0 citations
The rapid expansion of social media has transformed influencer marketing into a relationship-oriented form of digital communication that can shape consumer perceptions and decisions. This study aims to examine how parasocial interaction influences marketing effectiveness through consumer trust and purchase intention, h...
The proliferation of digital marketing has revolutionized consumer engagement, particularly in experience-driven sectors like the jewellery industry. This study investigates the influence of digital marketing campaigns—specifically influencer marketing, visual appeal, and personalization—on consumer perception, purchas...
Mrs. Reshma A. R. and Dr. S. Jegadeeswari· International Journal of Adv...· 0 citations
This study investigation the effectiveness of social media advertising on brand loyalty for Ultra brand products in the Chitwan and Nawalpur districts of Nepal. This study considers within the current marketing situation. The social media has become a useful tool. Its effectiveness is well known in building brand loyal...
Padmaraj Sapkota· Nepalese Journal of Manageme...· 0 citations
This study aims to analyze the influence of social media marketing, influencer credibility, and brand image on Generation Z purchase intentions, with price as a moderating variable. The development of digital technology and Generation Z's heavy use of social media make digital marketing an important strategy for compan...
M. H. Tammubua, Laili Savitri Noor, Wiwit Agustina et al.· Dinasti International Journa...· 0 citations
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