




































BANGLADESH JOURNAL OF MULTIDISCIPLINARY SCIENTIFIC RESEARCH 9(3) (2024), 12-20 

 

12 

        MULTIDISCIPLINARY SCIENTIFIC RESEARCH 
          BJMSR VOL 9 NO 3 (2024) P-ISSN 2687-850X E-ISSN 2687-8518 

         Available online at https://www.cribfb.com 

     Journal homepage: https://www.cribfb.com/journal/index.php/BJMSR 

                                                                                                                                                                                                    Published by CRIBFB, USA 
                                                                                                                                     

AMPLIFYING BRAND REACH THROUGH YOUTUBE 

INFLUENCERS            
 

 Martin Preethy Rose (a)1     Ravikumar Shanthi (b)  
 

(a)Ph.D. JRF Research Scholar, Department of Commerce, University of Madras, Chepauk, Chennai, India; E-mail: 

preethyphd@gmail.com  
(b)Professor and Head, Department of Commerce, University of Madras, Chepauk, Chennai, India; E-mail: 

rshanthicommerce@gmail.com 
                      

 
A R T I C L E I N F O 

 
 

Article History: 
 

Received: 14th May 2024 

Reviewed & Revised: 14th May 

to 25th July 2024 

Accepted: 27th July 2024 
Published: 1st August 2024 

 
Keywords: 

 

YouTube, Homophily, Sponsored 
Advertisement, Likability, Influencer 

Marketing, Purchase Intention. 

 

 
JEL Classification Codes: 

 

M30, M31, M37 

 

 

      Peer-Review Model:  

 

      External peer review was done through  
      double-blind method        

 
A B S T R A C T 
 
Social media platforms in the digital age have revolutionized how brands engage with consumers, with 

YouTube standing out as a potent tool for influencer marketing. Influencers on YouTube engage 

audiences through diverse content formats, including vlogs, reviews, tutorials, and sponsored 

advertisements, making it an ideal platform for promoting products. Influencers play a pivotal role in 

modern marketing strategies due to their ability to build genuine relationships with their target 
audiences. The paper investigates the impact of YouTube influencers on consumers' buying intentions. 

Primary data was collected through a structured questionnaire to achieve the above goal. The study 

considered Tamil YouTube Influencers and their impact on Tamil audiences. This study considered the 

role of Homophily, Sponsored Advertisements, and the Likability of influencers on purchase intentions. 

The researcher used purposive sampling to collect the data from 201 Tamil audiences who follow Tamil 

YouTube influencers. The statistical tools used to attain the objectives of this study are frequency 

analysis, one-way ANOVA, correlation analysis, and multiple regression analysis. The study results 

revealed that both Homophily and Sponsored Advertisements significantly impact purchase intentions. 
Moreover, the likability of an influencer varies across different occupational backgrounds, suggesting 

that the professions of the influencers influence consumer perceptions. The study also highlights how 

customer perceptions are shaped by the frequency and types of content influencers share. The researcher 

suggests to marketers the necessity for personalized marketing strategies that cater to diverse consumer 

preferences for successful campaigns. Ultimately, the study encourages marketers to effectively utilise 

YouTube influencers to capture consumer engagement to drive maximum impact on revenue within the 

Tamil audience segment. 
 

 

© 2024 by the authors.   Licensee CRIBFB, USA. This open-access article is distributed under the 
terms and conditions of the Creative Commons Attribution (CC BY) license 
(http://creativecommons.org/licenses/by/4.0).  

            

 

INTRODUCTION 

Influencer marketing is being touted as a crucial tactic used by organisations to connect with customers and increase product 

engagement lately (Ozuem & Willis, 2022). This method utilizes the credibility and popularity of social media personalities 

to influence purchasing decisions, changing how brands interact with their target markets (Saima & Khan, 2020). As 

influencers gain trust in the online world (Hossain & Alam, 2022), their endorsements can significantly impact consumer 

choices (Pop et al., 2022). This change is especially noticeable in markets where traditional advertising is becoming less 

effective (Campbell & Farrell, 2020; Karagür et al., 2022). Additionally, the growth of direct-to-consumer models has made 

influencer partnerships vital for brands aiming to establish strong brand connections (Andersson et al., 2020). By working 

with influencers, brands can access specific audiences and encourage community participation (Fan et al., 2023). Therefore, 

having a deep understanding of influencer marketing dynamics is essential for developing effective strategies that appeal to 

various consumer groups. 

Examining the YouTube Influencer's impact on the purchasing intentions of Tamil customers is the key aim of this 

study. The growing reliance on digital platforms drives this research to promote products and the unique cultural dynamics 

that impact consumer behaviour in India. This research is particularly relevant in today's rapidly changing market, where 

influencer marketing is becoming a key aspect of brand engagement. Even with influencer marketing's rise, a thorough grasp 

of the particular elements influencing customer behaviour in niche markets still needs to be developed. By looking at the 

connection between consumer purchase intentions and influencer traits, the study attempts to fill this gap. Through a focus 

on Tamil customers, this study delivers targeted insights that enhance the effectiveness of marketing campaigns. The study 

                                                      
1Corresponding author: ORCID ID: 0009-0004-1104-2748 

© 2024 by the authors. Hosting by CRIBFB. Peer review is the responsibility of CRIBFB, USA.  

https://doi.org/10.46281/bjmsr.v9i3.2228 
 

To cite this article: Rose, M. P., & Shanthi, R. (2024). AMPLIFYING BRAND REACH THROUGH YOUTUBE INFLUENCERS. Bangladesh Journal 

of Multidisciplinary Scientific Research, 9(3), 12-20. https://doi.org/10.46281/bjmsr.v9i3.2228 

http://creativecommons.org/licenses/by/4.0/)
http://creativecommons.org/licenses/by/4.0/)
https://www.openaccess.nl/en
https://doi.org/10.46281/bjmsr.v9i3.2228
https://orcid.org/0009-0004-1104-2748
https://orcid.org/0000-0003-3125-4241


Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

13 

utilizes a structured questionnaire to gather primary data from 201 respondents who actively follow Tamil YouTube 

influencers. Data will be examined using statistical techniques like One-way ANOVA, Pearson Correlation, and Multiple 

Regression to draw meaningful conclusions. 

The subsequent sections will delve into the methodology, results, and conclusion. The study intends to add to the 

existing literature by evaluating the YouTuber's impact on consumer buying decisions among Tamil customers. To help 

brands maximise their influencer partnerships in a culturally appropriate way, this paper presents a comprehensive analysis 

of how influencer marketing might successfully impact consumers' purchase intentions. 

 

LITERATURE REVIEW 

Influencer marketing has become an essential brand strategy, fundamentally transforming customer involvement and buying 

behaviour in recent years (Vrontis et al., 2021). This literature review analyzes the evolving dynamics of influencer 

marketing, focusing on credibility, content types, influencer characteristics, and the impact on consumer purchase intentions. 

Influencer marketing significantly impacts consumers' purchase intentions by fostering emotional connections and 

trust (Masuda et al., 2022). Consumers are more inclined to buy advertised products of Influencers when genuine content is 

being shared (Delbaere et al., 2021; Kapitan et al., 2022; Ramasamy et al., 2024).). This relationship is solid in markets 

where traditional advertising has diminished influence (Nadanyiova et al., 2020). Additionally, the alignment of influencer 

content with brand values enhances consumer commitment and purchase likelihood (Bu et al., 2022). As a result, consumers 

often rely on influencers for product recommendations, leading to increased sales and brand loyalty (Ramadan & Farah, 

2020). The emotional resonance created through influencer interactions is a key driver for purchase intentions (Chen & 

Yang, 2023). 

Since customers like to interact more with influencers that possess comparable qualities, the idea of homophily 

substantially impacts the efficacy of influencer marketing (Gupta et al., 2023). Influencers who relate to consumers can 

foster trust and authenticity, making their recommendations more persuasive (Atiq et al., 2022). This shared identity not 

only strengthens the influencer-follower relationship but also enhances brand perception (Farivar & Wang, 2022). Moreover, 

increased engagement rates can also result from influencers and their audience having similar demographic and lifestyle 

characteristics. (Hazari & Sethna, 2023; Hudders & De Jans, 2022). Consequently, brands often prioritize influencers with 

high homophily to effectively reach their target demographics (Jaiswal et al., 2024). This strategic alignment is essential for 

optimizing marketing outcomes in influencer campaigns (Huynh et al., 2022). 

Expertise is a pivotal factor that enhances the credibility and effectiveness of influencers in marketing (AlFarraj et 

al., 2021; Chopra et al., 2021). Influencers who demonstrate substantial knowledge in their niche can significantly sway 

consumer decisions, leading to higher engagement and purchase rates (Prasanthi et al., 2024). Their authority in specific 

domains reinforces follower trust and loyalty, making recommendations more impactful (Ye et al., 2021). Furthermore, 

consumers often seek expertise when evaluating product endorsements, as it directly correlates with perceived product value 

(Tsen & Cheng, 2021). As a result, brands strategically select influencers based on their expertise to optimize campaign 

effectiveness (Huttula & Karjaluoto., 2023). This focus on specialized knowledge drives purchase intention and solidifies 

brand authority in competitive markets (Khan, 2023). 

The rise of sponsored advertisements in influencer marketing has reshaped consumer perceptions and engagement 

(Hudders & De Jans, 2022). Despite initial skepticism regarding sponsored content, studies reveal that transparent disclosure 

enhances the credibility of influencers. When influencers disclose their collaborations, it builds trust and improves consumer 

perceptions of the promoted goods. Furthermore, effective disclosure practices can mitigate negative perceptions associated 

with sponsored posts, aligning audience expectations with marketing strategies. This shift toward transparency in influencer 

partnerships is crucial for maintaining audience loyalty and ensuring long-term brand success. Ultimately, well-managed 

sponsorships can lead to meaningful consumer engagement and improved purchase intentions (Giuffredi-Kähr et al., 2022). 

The consumers' affection towards the influencer is reflected in their likability, significantly influencing consumer 

engagement (Duh & Thabethe, 2021). Influencers perceived as relatable and likeable foster higher levels of trust and 

connection with their audience (Lin et al., 2021). This positive rapport not only enhances follower engagement but also 

leads to increased purchase intentions for endorsed products (Afifah, 2022). The interplay between likability and other 

attributes, such as expertise and homophily, amplifies the effectiveness of influencer marketing strategies (Kim & Kim, 

2021). As consumers increasingly prioritize authenticity in their interactions, likeable influencers become essential for 

brands aiming to cultivate lasting relationships with their audience (Jun & Yi, 2020). Ultimately, the likability of influencers 

directly correlates with marketing success (Taillon et al., 2020). 

Firstly, the study will identify the mean differences in occupational status in the context of likability.  Secondly, 

the study will determine the relationship between the variables affecting influencer marketing. Lastly, the study will analyze 

the impact of YouTube influencers's Homophily and sponsored Advertisements on Purchase Intention. The following 

hypotheses have been framed based on the literature review and discussion above. The study's conceptual model is illustrated 

in Figure 1. 

H1: The Mean differences for Likability across various roles are not equal 

H2: Variables of Influencer Marketing are significantly correlated  

H3: Homophily and Sponsored Advertisements of YouTube Influencers Impact Purchase Intention 

 



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

14 

Conceptual Framework 

 
Figure 1. Conceptual Framework 

 

MATERIALS AND METHODS 
This study explores the role of YouTube influencers on consumers' purchase intentions through a quantitative approach 

utilising a survey as the main data-gathering tool. The survey, designed to measure variables such as purchase intention, 

homophily, expertise, sponsored advertisements, and likability, was distributed to respondents who are active YouTube 

users among diverse age groups. Using purposive sampling, the survey was collected from participants who watched 

YouTube influencers' videos. Purposive sampling is typically deemed suitable for selecting smaller samples, frequently 

among confined physical regions or a specific group (Battaglia, 2008). The sample size being studied is usually small, unlike 

in probability methods, since this is a form of nonprobability sampling where the researcher selects participants based on 

specific criteria such as expertise in the subject matter or willingness to participate in the study (Oliver, 2015). Therefore, 

the sample size of 201 respondents was considered adequate to detect significant relationships with precision between the 

variables, including Frequency analysis, One-way ANOVA, Correlation analysis, and Multiple regression analysis. The 

demographic details of the individuals have also been noted to provide a thorough profile of the sample. Data collection was 

facilitated by distributing the survey through Google Forms shared across various social media platforms to reach a broad 

audience. This method ensured a wide reach and allowed for efficient data collection. Using Google Forms also provided 

the convenience of automatically organizing responses, which streamlined the data analysis process.  

 

RESULTS 

Demographic Data 
                                Gender 

 
Figure 1. The gender of the respondents 

 

Figure 1 illustrates the Gender distribution of the respondents. The data indicate that the majority of the 

respondents, 67%, were Female, with the remaining 33% being Male. The higher percentage of female survey participants 

(67%) suggests that women are more likely to follow influencers on social media than Men. 

 
Figure 2. Age of the respondents 



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

15 

Figure 2 presents the age distribution among respondents. It reveals that a substantial proportion, 65%, are between 

18 and 25. Following that, a smaller percentage, 18%, falls between the ages of 26 and 35 years. Furthermore, the results 

show that 11% of respondents are between the ages of 36 and 50, with a minority, 6%, over the age of 50. 

 
Figure 3. Educational Qualification 

 

Figure 3 provides the distribution of educational qualifications among respondents. This indicates that a notable 

percentage, 48%, hold an undergraduate degree. Following this, 36% of the respondents possess a postgraduate 

qualification. Furthermore, 16% of the respondents have completed their high school (HSC) education.  

 

 
Figure 4. Occupation status 

 

Figure 4 indicates the occupational distribution. It reveals that a predominant proportion, constituting 57%, 

identifies as students, 29% of the respondents are categorized as full-time employees, 8% identify as self-employed, and 

lastly, 6% of the respondents are classified as professionals.  

 

 
Figure 5. Hours spent on YouTube 

 

Figure 5 presents the distribution of duration allocated in terms of hours spent on YouTube. It reveals that 44% 

reported spending less than one hour on YouTube, highlighting the daily engagement of users on the YouTube platform 

(52,53), 42% allocated between one to three hours, 8% reported spending three to five hours, and a minority, comprising 

5%, indicated spending more than five hours on YouTube.   

 



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

16 

 
Figure 6. Type of Videos Watched on YouTube 

 

Figure 6 illustrates the preferences regarding the type of videos consumed by individuals on the YouTube platform. 

It reveals that a significant majority, comprising 58%, indicated a preference for vlogs or video blogs, suggesting a 

predominant interest in content that offers personal insights, experiences, or narratives. 

 
Figure 7. Type of Influencers Followed on YouTube 

 

Figure 7 provides the preferences regarding the type of influencers followed by individuals on YouTube. 

Respondents (27%) chose to follow mid-tier influencers with follower counts that vary from 100,000 to 500,000, who tend 

to be chosen for their broader audience reach. Mega-influencers (more than 1 million followers) were followed by 22% of 

respondents, macro-influencers (500,000 and 1 million followers) by 19%, nano-influencers (1,000 to 10,000 followers) by 

17%, and micro-influencers (10,000-100,000 followers) by 14% 

 
              Figure 8. Type of Video format preferred 

 

 Figure 8 illustrates the preferences regarding the video format on YouTube. A notable majority, comprising 65% of 

respondents, disliked YouTube short videos. Conversely, 35% of respondents preferred long videos, indicating interest in 

content with extended duration and more in-depth coverage.  

 



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

17 

One-way ANOVA 

H1: The Mean differences for Likability across various roles are not equal 

Table 1. One-way ANOVA: Likability of Influencer across Occupation Status 

Dependent variable: Likability 

Variable Occupation status F – Value Sig. 

Student Professional Full-time Employee Self-employed 

(N = 116) (N = 12) (N = 58) (N = 16) 

Mean SD Mean SD Mean SD Mean SD 2.904 0.036 

Likability 2.955 0.858 2.333 0.771 3.082 0.771 3.094 0.730 

From above Table 1, the results reveal a significant mean difference in Likability across Occupation status (F = 

2.904; p < 0.05) at a 5% level. Hence, the Hypothesis (H1) is supported. 

Pearson Correlation 

 

H2: Variables of Influencer Marketing are significantly correlated  

 

Table 2. Relationship between Variables of Influencer Marketing 

 
 PI HY EX SA LK 

PI 1 .578** .485** .437** .499** 

HY .578** 1 .730** .479** .674** 

EX .485** .730** 1 .551** .638** 

SA .437** .479** .551** 1 .512** 

LK .499** .674** .638** .512** 1 

**Correlation is significant at the 0.01 level (2-tailed) 

PI: Purchase Intention, HY: Homophily, EX: Expertise, SA: Sponsored Advertisement and LK: Likability 

The strength of the relationship of Homophily with Expertise (r = 0.730) and Likability (r = 0.674) and Expertise 

with Likability (r = 0.638) indicated a high positive correlation. The relationship between purchase intention and all variables 

ranges from 0.40 to 0.59, indicating moderately related. Also, the relationship of Sponsored Advertisement with Likability 

(r = 0.512) and Expertise (r = 0.551) indicated a moderate relationship (Table 2). Thus, the Hypothesis (H2) is supported, 

and it is concluded that there is a relationship between Purchase Intention, Homophily, Expertise, Sponsored Advertisement, 

and Likability through Influencer marketing.  

Multiple Regression 

H3: Homophily and Sponsored Advertisements of YouTube Influencers Impact Purchase Intention 

Table 3. Cause–Effect Relationship of Homophily and Sponsored Advertisements of YouTube Influencers on Purchase 

Intention 

Variables Unstandardized 

coefficients 

Standardized 

coefficient 

t Sig. 

B Std. Error Beta 

Constant 1.199 0.180  6.665 <.001** 

Homophily 0.450 0.060 0.479 7.455 <.001** 

Sponsored Advertisement 0.183 0.057 0.208 3.239 <.001** 

R value 0.606 

R2 value 0.368 

F value 57.890 

P value <0.001 

** Significance level at 5% 

Dependent variable: Purchase Intention 

X1 - Homophily 

X2 – Sponsored Advertisement 

 

The Multiple Regression Equation is 

 

Purchase Intention = 1.199 (Constant) + 0.450 X1 + 0.183X2  



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

18 

The Multiple R-value of 0.606 indicates the degree of a significant relationship between Purchase Intention and 

two variables of Influencer Marketing. The R2 value indicates how much of the Purchase Intention (Dependent variable) 

can be explained by independent variables such as Homophily and Sponsored Advertisement. The R2 value is indicated in 

the above table as 0.368. In this case, only 36.8% of the Purchase Intention can be explained through Homophily and 

Sponsored Advertisement. The p-value is less than 0.05 for the variables Homophily and Sponsored Advertisement, which 

positively impact the Purchase Intention (Table 3). Thus, hypothesis (H3) is supported, and therefore, there is a significant 

impact of Homophily and Sponsored Advertisement on Purchase Intention. 

 

DISCUSSIONS 

This study focused on determining the effect or impact of YouTube influencer marketing on purchase intention. The 

significant difference in Likability across occupation results was consistent with the previous research that revealed 

Likability may result in different social media outcomes. Likability only sometimes translates into a higher number of 

followers but does significantly impact engagement. Therefore, the varying levels of engagement across different 

occupational statuses may be due to the different degrees of interest in the influencers' content, leading to distinct social 

media outcomes based on occupation (Myers, 2021). Also, the study identified a positive relationship among Purchase 

intention, Homophily, Expertise, Sponsored advertisement, and Likability in influencer marketing, aligning with previous 

research findings. These factors collectively influence consumers' decisions, indicating how influencers' perceived 

similarity, expertise, and the nature of advertisements shape audience engagement and consumer buying decisions. This 

alignment reinforces the established understanding of influencer marketing dynamics and their effect on consumer 

behaviour (Bu et al., 2022; Kim & Kim, 2021; Srivastava, 2021). Multiple regression results revealed that homophily 

considerably impacted purchase intention, which is consistent with earlier studies. The homophily one shares with their 

chosen influencer is linked to why one follows that influencer, which promotes purchase intention (Shoenberger & Kim, 

2023). As Sponsored Content is a kind of advertisement, it was assumed that it would negatively influence the individuals. 

However, it was found that the Sponsored advertisement positively impacts the purchase intention of followers or 

subscribers. Through regression analysis, it was found that disclosure of sponsored content has a significant positive impact 

on purchase intention, which was consistent with previous findings. Disclosing sponsorships transparently by influencers 

boosts their credibility and genuineness, consequently elevating the likelihood of consumers buying the endorsed products 

(Kay et al., 2020). 

 

CONCLUSIONS 

The study investigated the impact of sponsored advertisements on purchase intention within influencer marketing, 

particularly among Tamil YouTube influencers. The study revealed that factors such as homophily, likability, and the 

credibility of sponsored content significantly influence consumer behaviour. Higher levels of perceived homophily between 

influencers and their audiences result in increased purchase intentions, showing that customers are more willing to engage 

with influencers they believe to be akin to themselves. Additionally, influencer likability is essential for improving the 

effectiveness of sponsored commercials, which directly impacts consumer engagement. This study adds to the literature by 

fulfilling the gap related to Tamil influencers. These findings pose certain inferences for Marketers. Marketers may improve 

authenticity and relatability by understanding the intricacies of Influencer-audience outcomes. This can be achieved by 

selecting influencers who resonate with their target audience's values and preferences. Furthermore, the findings highlight 

the necessity for transparent disclosure of sponsored content, as transparency builds trust and positively influences purchase 

intentions. Therefore, brands should prioritise collaborations with influencers who demonstrate expertise in their respective 

niches, as this can effectively drive consumer attention toward the endorsed products. However, the study has certain 

limitations that must be considered. It examines the role of various types of influencers on purchase intention without 

focusing on a specific influencer's effect on followers' decisions. Additionally, the research does not address particular 

product lines or categories, which could be a valuable area for future exploration. Furthermore, the analysis is limited to 

YouTube as a platform, leaving out other social media channels that could be significant. Lastly, the study is confined to 

participants in Chennai, suggesting that future research could broaden the scope to include other geographical areas for a 

more comprehensive understanding. The findings encourage marketers to utilise relatable influencers to create more targeted 

campaigns, ultimately enhancing brand awareness. 

 

 

Author Contributions: Conceptualization, M.P.R. and R.S.; Methodology, R.S.; Software, M.P.R.; Validation, M.P.R.; Formal Analysis, M.P.R.; 
Investigation, M.P.R.; Resources, M.P.R.; Data Curation, M.P.R.; Writing – Original Draft Preparation, M.P.R.; Writing – Review & Editing, M.P.R.; 

Visualization, M.P.R.; Supervision, R.S.; Project Administration, R.S.; Funding Acquisition, M.P.R. and R.S. Authors have read and agreed to the 

published version of the manuscript. 
Institutional Review Board Statement: Ethical review and approval were waived for this study due to that the research does not deal with vulnerable 

groups or sensitive issues. 

Funding: The authors received no direct funding for this research. 

Acknowledgments: Not Applicable 

Informed Consent Statement: Informed consent was obtained from all subjects involved in the study. 

Data Availability Statement: The data presented in this study are available on request from the corresponding author. The data are not publicly available 
due to restrictions. 

Conflicts of Interest: The authors declare no conflict of interest.                                                                                                                                                                                                                                   

 

 



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

19 

REFERENCES 
Afifah, I. F. (2022). Expertise, trustworthiness, similarity, familiarity, likeability, product-match up of celebrity 

endorsement to purchase intention. Journal of Communication and Public Relations, 1(2), 21-30. https://doi.org/ 

10.37535/105001220223 

AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact 

of influencers' credibility dimensions: attractiveness, trustworthiness, and expertise on the purchase intention in 

the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374. 

https://doi.org/10.1108/RIBS-07-2020-0089 

Andersson, A., Baksås Martinsson, E., & Kopakkala, J. (2020). An investigation of online branding strategies in D2C 

firms: with an emphasis on social media. (Dissertation). Retrieved from 

https://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48969 

Atiq, M., Abid, G., Anwar, A., & Ijaz, M. F. (2022). Influencer marketing on instagram: A sequential mediation model of 

storytelling content and audience engagement via relatability and trust. Information, 13(7), 345. 

https://doi.org/10.3390/info13070345 

Bu, Y., Parkinson, J., & Thaichon, P. (2022). Influencer marketing: Homophily, customer value co-creation behaviour and 

purchase intention. Journal of Retailing and Consumer Services, 66, 102904. 

https://doi.org/10.1016/j.jretconser.2021.102904 

Battaglia, M. P. (2008). Nonprobability sampling. Encyclopedia of survey research methods, 1, 523-526. 

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer 

marketing. Business horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003 

Chen, N., & Yang, Y. (2023). The role of influencers in live streaming e-commerce: influencer trust, attachment, and 

consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601-

1618. https://doi.org/10.3390/jtaer18030081 

Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of 

consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91. 

https://doi.org/10.1177/2278533720923486 

Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: A route to brand engagement for their 

followers. Psychology & Marketing, 38(1), 101-112. https://doi.org/10.1002/mar.21419 

Duh, H. I., & Thabethe, T. (2021). Attributes of Instagram influencers impacting consumer brand 

engagement. International Journal of Internet Marketing and Advertising, 15(5-6), 477-497. 

https://doi.org/10.1504/IJIMA.2021.118261 

Fan, F., Chan, K., Wang, Y., Li, Y., & Prieler, M. (2023). How influencers’ social media posts have an influence on 

audience engagement among young consumers. Young Consumers, 24(4), 427-444. https://doi.org/10.1108/YC-

08-2022-1588 

Farivar, S., & Wang, F. (2022). Effective influencer marketing: A social identity perspective. Journal of Retailing and 

Consumer Services, 67, 103026. https://doi.org/10.1016/j.jretconser.2022.103026 

Gupta, P., Burton, J. L., & Costa Barros, L. (2023). Gender of the online influencer and follower: the differential persuasive 

impact of homophily, attractiveness, and product-match. Internet Research, 33(2), 720–740. 

https://doi.org/10.1108/INTR-04-2021-0229 

Giuffredi-Kähr, A., Petrova, A., & Malär, L. (2022). Sponsorship disclosure of influencers–a curse or a blessing?. Journal 

of Interactive Marketing, 57(1), 18-34. https://doi.org/10.1177/10949968221075686 

Hazari, S., & Sethna, B. N. (2023). A comparison of lifestyle marketing and brand influencer advertising for Generation Z 

Instagram users. Journal of Promotion Management, 29(4), 491–534. 

https://doi.org/10.1080/10496491.2022.2163033 

Hossain, S. A., & Alam, M. S. (2022). Students’ Attitude towards Online Shopping & the Possibility to Facilitate Its 

Growth: A Study in Rajshahi City, Bangladesh. Bangladesh Journal of Multidisciplinary Scientific Research, 

6(1), 8-14. https://doi.org/10.46281/bjmsr.v6i1.1875 

Hudders, L., & De Jans, S. (2022). Gender effects in influencer marketing: an experimental study on the efficacy of 

endorsements by same-vs. other-gender social media influencers on Instagram. International Journal of 

Advertising, 41(1), 128-149. https://doi.org/10.1080/02650487.2021.1997455 

Huttula, T., & Karjaluoto, H. (2023). The Process of Selecting Influencers for Marketing Purposes in an Organisation. 

In Industry 5.0: Creative and Innovative Organizations (pp. 27-53). Cham: Springer International Publishing. 

https://doi.org/10.1007/978-3-031-26232-6_2 

Huynh, T., Nguyen, H. D., Zelinka, I., Pham, X. H., Pham, V. T., Selamat, A., & Krejcar, O. (2022). A method to detect 

influencers in social networks based on the combination of amplification factors and content creation. Plos 

one, 17(10), e0274596. https://doi.org/10.1371/journal.pone.0274596 

Jaiswal, A. K., Vemireddy, V., & Angeli, F. (2024). Social media “stars” vs “the ordinary” me: influencer marketing and 

the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness. European 

Journal of Marketing, 58(2), 590–631. https://doi.org/10.1108/EJM-02-2023-0141 

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand 

equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-02-2019-2280 

Kapitan, S., Van Esch, P., Soma, V., & Kietzmann, J. (2022). Influencer marketing and authenticity in content 

creation. Australasian Marketing Journal, 30(4), 342-351. https://doi.org/10.1177/18393349211011171 

Karagür, Z., Becker, J. M., Klein, K., & Edeling, A. (2022). How, why, and when disclosure type matters for influencer 



Rose & Shanthi, Bangladesh Journal of Multidisciplinary Scientific Research 9(3) (2024), 12-20

 

20 

marketing. International Journal of Research in Marketing, 39(2), 313-335. 

https://doi.org/10.1016/j.ijresmar.2021.09.006 

Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ 

disclosure. Journal of Marketing Management, 36(3-4), 248–278. 

https://doi.org/10.1080/0267257X.2020.1718740 

Khan, S. (2023). The role of digital influencer credibility on purchase intention and the mediating effect of customer trust 

and engagement. Global Journal for Management and Administrative Sciences, 4(1), 19–45. 

https://doi.org/10.46568/gjmas.v4i1.177 

Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal 

of Business Research, 134, 223-232. https://doi.org/10.1016/j.jbusres.2021.05.024 

Lin, C. A., Crowe, J., Pierre, L., & Lee, Y. (2021). Effects of parasocial interaction with an instafamous influencer on brand 

attitudes and purchase intentions. The Journal of Social Media in Society, 10(1), 55–78. Retrieved from 

https://thejsms.org/index.php/JSMS/article/view/811 

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer 

marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. 

https://doi.org/10.1016/j.techfore.2021.121246 

Myers, S. (2021). Instagram source effects: The impact of familiarity and likeability on influencer outcomes. Journal of 

marketing development and competitiveness, 15(3), 50–55. Retrieved from 

https://articlearchives.co/index.php/JMDC/article/view/4688 

Nadanyiova, M., Gajanova, L., Majerova, J., & Lizbetinova, L. (2020). Influencer marketing and its impact on consumer 

lifestyles. In Forum Scientiae Oeconomia, 8(2), 109-120. https://doi.org/10.23762/FSO_VOL8_NO2_7 

Oliver, P. (2015). Sociology: A Complete Introduction: Teach Yourself. Hachette UK. 

Ozuem, W., & Willis, M. (2022). Influencer marketing. In Digital Marketing Strategies for Value Co-creation: Models 

and Approaches for Online Brand Communities (pp. 209-242). Cham: Springer International Publishing. 

Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: 

The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823-843. 

https://doi.org/10.1080/13683500.2021.1895729 

Prasanthi, P., Kaur, M. R., Ilyas, M. M., & Sundarapandiyan Natarajan, D. S. N. (2024). The Role of Social Media 

Influencers in Shaping E-Commerce Trends and Consumer Behavior. Obstetrics and Gynaecology Forum, 34(3s), 

2278-2286. Retrieved from https://www.obstetricsandgynaecologyforum.com/index.php/ogf/article/view/684 

Ramasamy, M., Subbiah, J., Bordoloi, D., & Ramalingam, P. (2024). Bankers’ Perspective on Social Media Banking: A 

Study with Special Reference to Select Indian Banks. Bangladesh Journal of Multidisciplinary Scientific 

Research, 9(2), 1-9. https://doi.org/10.46281/bjmsr.v9i2.2210 

Ramadan, Z. B., & Farah, M. F. (2020). Influencing the influencers: the case of retailers' social shopping 

platforms. International Journal of Web Based Communities, 16(3), 279-295. 

https://doi.org/10.1504/IJWBC.2020.108626 

Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the 

mediating role of credibility. Journal of Promotion Management, 27(4), 503-523. 

https://doi.org/10.1080/10496491.2020.1851847 

Shoenberger, H., & Kim, E. (2023). Explaining purchase intent via expressed reasons to follow an influencer, perceived 

homophily, and perceived authenticity. International Journal of Advertising, 42(2), 368-383. 

https://doi.org/10.1080/02650487.2022.2075636 

Srivastava, M. (2021). Mapping the influence of influencer marketing: a bibliometric analysis. Marketing Intelligence & 

Planning, 39(7), 979-1003. https://doi.org/10.1108/MIP-03-2021-0085 

Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020). Understanding the relationships between social 

media influencers and their followers: the moderating role of closeness. Journal of Product & Brand 

Management, 29(6), 767-782. https://doi.org/10.1108/JPBM-03-2019-2292 

Tsen, W. S., & Cheng, B. K. L. (2021). Who to find to endorse? Evaluation of online influencers among young consumers 

and its implications for effective influencer marketing. Young Consumers, 22(2), 237–253. 

https://doi.org/10.1108/YC-10-2020-1226 

Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, 

integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. 

https://doi.org/10.1111/ijcs.12647 

Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric 

analysis and managerial implications. Journal of advertising, 50(2), 160–178. 

https://doi.org/10.1080/00913367.2020.1857888 
 

Publisher’s Note: CRIBFB stays neutral with regard to jurisdictional claims in published maps and institutional affiliations 

 
© 2024 by the authors.   Licensee CRIBFB, USA.   This open-access article is distributed under the terms and conditions of the Creative Commons 

Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0). 

Bangladesh Journal of Multidisciplinary Scientific Research (P-ISSN 2687-850X   E-ISSN 2687-8518) by CRIBFB is licensed under a Creative 

Commons Attribution 4.0 International License. 

http://creativecommons.org/licenses/by/4.0).
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/

