The Effect of Influencer Marketing Attributes on Customer Purchase Decisions in Addis Ababa: the case of Arada Hard Seltzer Drink
| dc.contributor.advisor | Hailemariam Kebede | |
| dc.contributor.author | Hanna Tadesse | |
| dc.date.accessioned | 2026-11-06T05:01:19Z | |
| dc.date.available | 2026-11-06T05:01:19Z | |
| dc.date.issued | 2026-11-30 | |
| dc.description.abstract | This research examined the effect of influencer marketing attributes on customer purchase decisions within the context of the Ethiopian beverage industry. The study focused on Arada, a newly introduced hard seltzer product, and utilized the Engel-Kollat-Blackwell (EKB) Model as the primary theoretical framework to map the consumer decision-making process and the Source Credibility Theory (SCT) to analyze the specific attributes of influencers that drive this process. While the study targeted a calculated sample size of 384 respondents, the initial outreach got 292 responses. After filtering for geographic residency in Addis Ababa, active social media usage and a minimum age of 18, the study utilized a final valid sample of 281 respondents. Adopting an explanatory research design and a quantitative methodology, the study utilized a structured survey questionnaire for data collection. A combination of purposive, convenience and snowball sampling methods were used to reach respondents. Trustworthiness, Relatability, Expertise and Attractiveness were treated as independent variables and Consumer Purchase Decision was taken as dependent variable. The study used Statistical Package for Social Science (SPSS) 26 to analyze the data through descriptive and inferential statistics. Validity and internal consistency of the research instrument was evaluated to ensure the reliability of the findings and the proposed hypotheses were tested by using multiple linear regression analysis. The result demonstrated that the attributes of an influencer have a positive and statistically significant impact on the purchase decision of a customer. Since Ethiopia banned the promotion of alcoholic beverages through traditional broadcast media (Proclamation No. 1112/2019), utilizing influencer marketing became an important alternative to increase the brand visibility of a product across the digital landscape. The study recommended that, to effectively operate in the current regulatory landscape, Komari Beverage shall continue its strategic collaboration with influencers by considering their expertise and trustworthiness rather than selecting influencers simply based on their large follower counts | |
| dc.identifier.uri | https://etd.aau.edu.et/handle/123456789/9392 | |
| dc.language.iso | en_US | |
| dc.publisher | Addis ababa university | |
| dc.subject | Influencer Marketing | |
| dc.subject | Consumer Behavior | |
| dc.subject | Purchase Decision | |
| dc.subject | Arada Hard Seltzer | |
| dc.subject | Social Media Marketing | |
| dc.title | The Effect of Influencer Marketing Attributes on Customer Purchase Decisions in Addis Ababa: the case of Arada Hard Seltzer Drink | |
| dc.type | Thesis |