The Impact of Social Media Influencer Marketing on the Ethiopian Consumer Purchase Behavior: Exploring the Moderating Role of Homophily in the Case of TikTok Users
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Date
2024-11-19
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A.A.U
Abstract
This study investigates the impact of TikTok influencers on the purchase decisions of Ethiopian consumers, focusing on the mechanisms and contextual factors that shape this relationship. The research aims to assess consumer awareness and engagement with TikTok influencers, analyze the influence of specific characteristics such as trustworthiness, attractiveness, involvement and expertise on purchase intentions, and explore the moderating effects of homophily. Utilizing a quantitative research design, data was collected through an online questionnaire targeting Ethiopian consumers aged 18 to 45 in Addis Ababa, resulting in a sample size of 519 participants. The findings reveal significant correlations between influencer characteristics and purchase decisions, particularly highlighting the roles of trustworthiness and attractiveness as key drivers of consumer behavior. The study also emphasizes the importance of content usefulness in enhancing purchase intentions while indicating that expertise may not be a critical factor in this context. Additionally, the results suggest that homophily does not considerably enhance the connection between influencer characteristics and purchasing behavior. This study adds a knowledge to the theoretical comprehension of influencer marketing in developing markets, particularly within Ethiopia, where limited empirical studies exist. The insights gained will guide marketers in effectively leveraging TikTok influencer marketing strategies tailored to local audiences. Furthermore, the study aims to enhance consumer awareness regarding influencer tactics, promoting informed purchasing decisions among Ethiopian consumers