Philippine E-Journals

Authenticity, Relatability, and Cultural Influences in Contemporary Marketing Strategies: A Qualitative Inquiry

Abrian Joy B. Orencia

Discipline: Education

 

Abstract:

In this qualitative investigation, the researcher explored the nuanced impact of social media influencer marketing on consumer purchase intentions, specifically focusing on cross-cultural dynamics. Utilizing a mixed-methods approach, the study incorporated surveys and in-depth interviews with a diverse cohort of fifteen participants. The findings underscored the pivotal role of authenticity in influencer marketing, with trust emerging as a critical factor influencing past consumer purchase decisions. The research delved into the direct influence of influencer content on consumer choices and investigated how cultural nuances shaped this relationship. Participants consistently highlighted the importance of relatability and identification in influencer effectiveness, revealing insights into the intricate interplay between influencers and diverse cultural contexts. Recommendations included prioritizing authenticity, carefully selecting influencers, leveraging influencer recommendations, recognizing cultural nuances, and establishing ethical guidelines. This research provided unique insights for marketers, brands, and influencers, offering original and actionable recommendations to enhance influencer marketing strategies.