# name
The Power of Persuasion: how Influencer Credibility, Persuasion Knowledge and Brand Attitude drive Purchase Intent

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Treballs Finals del Grau d'Empresa Internacional, Facultat d'Economia i Empresa, Universitat de Barcelona, Curs: 2024-2025 , Tutor: Karan Patel

# metadata.dc.description.abstract[].value
The digital world is constantly evolving, and with it have appear new forms of
communication, like influencer marketing, that impact and alter consumer behavior.
Influencers are powerful tools used by brands to endorse their products and widen their
audience reach with minimum effort and in a short period of time. Along with this new
marketing approach, the need to understand what makes one influencer campaign more
successful than others has also raised. This research studies three variables that could
answer to that question: influencer’s credibility, persuasion knowledge and brand Attitude.
In order to do so, this study analyses the effect they have on the final purchase intent of
consumers by conducting a survey to a sample with 103 respondents. The results showed
that the awareness of consumers to persuasive tactics and the positive perception towards
the brand endorsed are not significant when explaining the ultimate purchase decision of
consumers, while how credible and trustworthy the influencer is perceived to be is. With
this evidence, this research aims to advice brands on how to achieve a successful marketing
campaign by choosing the most adequate influencer and effectively increase their growth
in a sustained way.

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Treballs Finals de Grau (TFG) - Empresa Internacional

# metadata.dc.title[].value
The Power of Persuasion: how Influencer Credibility, Persuasion Knowledge and Brand Attitude drive Purchase Intent