Augmented Reality: New Future of Social Media Influencer Marketing

Title

Augmented Reality: New Future of Social Media Influencer Marketing

Creator

Sinha M.; Srivastava M.

Description

The advent of social media as a marketing tool has transformed how businesses connect and share information about their brands with their consumers. Amplified consumer engagement has created novel relationships between consumers and companies. Peoples reliance on seeking information from other online users and reviews has increased, and this is where social media influencers play an important role in shaping consumers opinions. Augmented reality will revolutionize the influencer marketing environment due to its ability to engage consumers. This research involved an online survey with questions established on a 7-point Likert scale. Later, exploratory factor analysis was used to summarize data better to understand associations between dependent and independent variables. Later principal component analysis was espoused for the extraction process. Varimax rotation congregated 39 items into various factors. The Kaiser-Meyer-Olkin (KMO) test was administered to justify the adequacy of the sample. The findings suggest that augmented reality moderates user engagement and is the future of influencer marketing. 2023 MDI.

Source

Vision

Date

2023-01-01

Publisher

Sage Publications India Pvt. Ltd

Subject

Augmented Reality; Influencer Value; Social Media Influencer; Trust; User Engagement; Word-of-Mouth Intention

Coverage

Sinha M., Christ University, Karnataka, Bangalore, India; Srivastava M., Narsee Monjee Institute of Management Studies (NMIMS), Karnataka, Bangalore, India

Rights

Restricted Access

Relation

ISSN: 9722629

Format

Online

Language

English

Type

Article

Identifier

https://doi.org/10.1177/09722629221147124

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85162630745&doi=10.1177%2f09722629221147124&partnerID=40&md5=f3a1cb8e5ca172b40af30a3ad6ea0d85