Chapter 1: Introduction

1.1 Introduction

Generation Z, also colloquially known as “Gen Z’, born between the mid-1990s and early

2010s, is now coming into focus as a significant and influential demographic in the contemporary

consumer landscape. As the oldest members of Generation Z turn 25 this year, they represent a

crucial target for marketers. Unlike previous generations, Gen Z has grown up in the digital age,

making them distinct in their characteristics, values, and preferences. Their lives are deeply

intertwined with technology, social media and the internet, and they have become the driving

force behind the latest trends. Understanding and engaging with Generation Z is critical for the

success of modern marketing strategies, and this study delves into the intricate relationship

between Generation Z and content and influencer marketing on social media platforms.

Generation Z exhibits unique traits, values, and preferences that set them apart. They are

characterised by their digital nativeness, short attention spans, a preference for authenticity, and a

strong sense of social consciousness. Unlike millennials, who transitioned into the digital world,

Gen Z was born into it. As a result, traditional marketing practices are no longer as effective, and

marketers need to adapt to these evolving consumer dynamics and to meet the needs of this

‘internet generation’. Understanding their preferences, behaviours, and how to engage with them

effectively is crucial for marketers and businesses seeking to build long-lasting relationships and

influence their purchasing decisions. To provide a structured overview, this first chapter will

outline the background of the study, the justification of the topic, significance, and objectives of

the study, while also defining key terms and concepts.

1.2 Background of Study

Prior studies demonstrated that influencer endorsements have a psychological impact on

consumers. Consumers will generally trust influencers and aspire to be more like them (Pradhan

et al., 2016; Wang & Scheinbaum, 2018). In an influencer endorsement characteristics study, the

trustworthiness of the influencer was a contributing factor in influencing consumers’ intentions

and consumption of products or services (Tzoumaka et al., 2016). Likewise, Wang and

Scheinbaum (2018) found that brands use influencer endorsements to help build trust and

credibility for their brand and products amongst consumers. Pradhan et al. (2016) similarly found

that the more inspirational an influencer is, the more likely the endorsement will influence

consumers to seek out more information or purchase the brand among consumers. Influencer

athletes who are familiar and likable can gain the attention of and sell endorsed products to

intended audiences (Shanklin & Miciak, 1997). The studies mentioned above demonstrate the

characteristics of influencers that lead to successful endorsements and significantly impact

consumers.

1.3 Justification of Topic

Collectively, the reviewed research suggests that a problem space that needs to be better

understood is attitude of UK Gen Z consumers towards how influencer endorsement influence of

their purchase intention of fashion brand.

1.4 Research Objectives

The primary objective of this research is to explore how content and influencer marketing

can influence Generation Z's consumer behaviour and establish meaningful relationships on

social media. This entails investigating the impact of various marketing strategies, assessing the

psychological triggers in content and influencer marketing, and evaluating metrics for measuring

effectiveness. By achieving these objectives, this research aims to provide actionable insights for

marketers seeking to connect with Generation Z.

This dissertation aims to investigate the role of content and influencer marketing in

connecting with Generation Z consumers and influencing their behaviour on social media

platforms. It explores the evolving dynamics of marketing in the digital age and the strategies that

can be employed to resonate with this unique generation.

 This research seeks to achieve the following objectives:

1. To examine the role of content and influencer marketing in reaching and engaging

with Generation Z on social media platforms.

2. To analyse how social media impacts the perceptions, attitudes, and behaviours of

Generation Z consumers.

3. To explore the ethical considerations associated with influencer marketing and its

impact on consumer behaviour.

4. To identify key performance indicators (KPIs) that can be used to measure the

effectiveness of content and influencer marketing strategies targeting Generation

Z in the UK.

1.5 Definitions

This section defines study-related terms used within the scope of this study to provide a

better understanding. A specific interpretation is provided for each term, and that understanding

is applied throughout this study. These terms stem from the prior research literature, and the

definitions provided are from empirical, scholarly sources. This section presents each term with

the related definition as it will be applied throughout the study. The following definitions of the

terms enable the understanding of key terms referenced in this study for consistency in

interpretation.

Advertising. Advertising is a tool used by marketers to communicate meanings

associated with a brand and/or product (Alden et al., 1999).

AIDA Model. The AIDA hierarchy of effects model is broken down into four key

components: attention, interest, desire, and action (Strong, 1925; Wijaya, 2012). The AIDA

model’s contribution to advertising is a framework that documents the cognitive journey

consumers take when exposed to advertisements and is used to determine advertising

effectiveness (Ghirvu, 2013; Rawal, 2013).

 Brand Equity. Brand equity is the value of the brand based on consumer perception of

the brand name versus the product itself (Aaker, 1992).

Consumer Behaviour. Consumer behaviour is the study of how individuals or groups of

individuals select, purchase, and subsequently consume products (Sheth, 1985).

Consumer. A consumer refers to the person purchasing and consuming products or

services (Sheth, 1985).

Endorsement Advertising. Endorsement advertising is a type of advertising that uses

famous personalities to encourage recognition, trust, respect, and awareness of the company’s

products or services (McCracken, 1989). Advertisers have used different types of endorsers in

advertisements such as influencers, professional experts, company presidents, animated spokes-

characters, and even typical consumers (Schimmelpfennig, 2019).

Generation Z: The cohort born between the mid-1990s and early 2010s (Office for

National Statistics, 2020).

Influencer Endorsement. Influencer endorsement refers to an “individual who enjoys

public recognition and who uses this recognition on behalf of a consumer good by appearing with

it in an advertisement” (McCracken, 1989).

Influencer Endorser. McCracken (1989) defined influencer endorsers as individuals who

have public recognition and use it for advertising products.

1.6 Significance of the Study

Consumer influence is the driving force behind marketing efforts, and this influence leads

to the purchase of products with celebrity endorsements. The premise of celebrity endorsements

in marketing communications is that the use of celebrities to promote products or services will

create memorable communications and maintain the attention of consumers while influencing the

consumers to inquire about or purchase the product (Arora et al., 2019; Ohanian, 1991; Rai et al.,

2021; Rajasekar, 2018). Based on the review of the current research on influencer endorsers,

there was an opportunity to advance the knowledge about Gen Z consumers’ attitude towards the
impact of influencer endorsers on their purchase intention of fashion brand. There is significant

research on various aspects of influencer endorsements’ effectiveness on product purchase,

demonstrating the positive impact on consumer purchase (Albert et al., 2017; Knoll & Matthes,

2017; Schouten et al., 2019). Furthermore, the research explains the influence of influencer

endorsement with respect to the Attention, Interest, Desire, and Action (AIDA) advertising

model, which is a conceptual framework that illustrates consumers’ reactions to advertisements

(Ghirvu, 2013; Polk, 2018; Strong, 1925; Wijaya, 2012). This research has practical applications

in enabling marketers to understand the influence of influencer endorsers from the consumers’

perspective, which can help inform future advertisements and endorsement inclusion.

This study holds considerable significance for businesses, marketers, and scholars alike. It

provides insights into the most effective strategies for reaching and engaging with Generation Z

consumers in the UK, a demographic with immense potential. Furthermore, it contributes to the

broader understanding of how digital marketing and influencer culture impact consumer

behaviour and relationships in the UK context.

1.7 Thesis Outline

The subsequent chapters of this dissertation will delve deeper into each of the objectives

outlined in this introduction, providing a comprehensive analysis of the role of content and

influencer marketing in connecting with Generation Z in the United Kingdom. By the conclusion

of this study, readers will have gained valuable insights into the strategies and practices that can

drive success in today's digital and social media-driven market in the UK.

The remainder of this dissertation is divided into four chapters. Chapter 2 of the

dissertation starts with a synthesis of existing literature on the study's topic of influencer

endorsements. The organization of this chapter is to review the topic's history and identify the

study's conceptual framework. The development and documentation of the problem space

follows. The chapter also includes a detailed literature review, including a complete section on

current research and its relation to the topic presented in this paper.
 The research methodology is the emphasis of Chapter 3. The chapter provides an

explanation and examination of why quantitative correlation research design is the correct choice.

The chapter also details the sampling approach used in this study a. The chapter continues with

details on both data sources and the methods to be used in data collection and the data analysis

process.

Chapter 4 provides the relevant details concerning data collection and analysis. This

section will present the results in both written form and graphic summaries as appropriate. Data

gathered from all data sources, including the interviews and the questionnaire, will be

synthesized and represented.

Chapter 5 thoroughly interprets these results from Chapter 4, including implications for

future research. Chapter 5 will establish an answer to the research questions and provide a

detailed description of the results on a synthesis across both the questionnaire and the interviews.

Chapter 5 also includes future research suggestions along with the overall summary.
 Chapter 2: Literature Review

2.1 Introduction

The Influencers as a 21st Century Endorser

Marketers use a variety of advertising approaches to positively influence the trial,

consumption, and repurchase of their products by consumers. One approach is known as

endorsement advertising. Endorsement advertising is a type of advertising that uses famous

personalities to encourage recognition, trust, respect, and awareness of the company’s products or

services (McCracken, 1989). Advertisers have used different types of endorsers in advertisements

such as influencers, professional experts, company presidents, animated spokes-characters, and

even typical consumers (Schimmelpfennig, 2019). Endorsement advertisement aids marketers in

presenting their marketing communications to consumers that follow the endorsers.

Advertisers seek to improve the influence of their communications with consumers by

hiring endorsers for their advertisements. In advertising, the role of influence is significant as the

goal of advertising is to change perceived attitudes or encourage the behavior of consumers

(Rajasekar, 2018). When endorsers have large audiences, they can have an influence on the

purchase journey of consumers by providing information or suggestions on products (Shen et al.,

2017). Through their influence, endorsers encourage action from consumers such as purchasing

or inquiring about a product (Shen et al., 2017). Through advertising, marketers can

communicate information about their product to influence the target market. The use of endorsers

in advertisements enables marketers to take advantage of the popularity and influence of the

endorsers to further or validate the reach of their products.

As a marketing and advertising strategy, influencer endorsements create a unique

opportunity for organizations to reach consumers with information about their products.

Influencers are well-recognized personalities, and their brand endorsements create a strong brand

or product image in the mind of consumers. (Khan et al., 2019). Influencer endorsement is a
marketing strategy using influencers to advertise products and has become a well-established

marketing strategy since the nineteenth century (Erdogan, 1999). McCracken (1989) defined

influencer endorsers as individuals who have public recognition and use it to advertise products.

Friedman and Friedman (1979) extended the definition of a influencer to “an individual well

known to the general public for their recognized achievements, and these individuals could

include actors, sports figures, or entertainers.” The influencer’s achievements are typically not

connected directly with the product the influencer is endorsing (Friedman & Friedman, 1979).

Endorsements could include an influencer being a spokesperson, acting as an expert, or just

lending their image to the product for association purposes (McCracken, 1989). Influencer

endorsements have become a frequently and widely used marketing communication tactic to

connect with target consumers in the marketplace. The primary reason for using an influencer in

their advertisements is to reach consumers that relate to, follow, or are fans of the chosen

influencer.

Advertisers hire influencers to promote their products as influencers can increase the

attention of the target market, create memorable advertisements, and make products more

desirable to consumers (Rajasekar, 2018). Similarly, in emerging markets, influencer

endorsements can create high awareness, improve consumer perception, and increase consumer

purchase intentions (Osei-Frimpong et al., 2019). Influencer endorsements are known to

positively impact brand equity as well as create memorable advertisements for the viewers.

Influencer endorsement is a commonly used way for advertisers to promote their brand through

transferring the positive image and characteristics of the chosen influencer onto their product or

even brand. Influencers include actors, athletes, etc. An advertiser’s primary goal for using

influencers as endorsers of their products is to increase attention to the brand with the additional

goal of creating the opportunity to influence consumers to develop a favourable attitude toward

the brand (Erdogan et al., 2001; Spry et al., 2011).

 Influencer endorsements are known as an effective way for marketers to advertise their

products to target consumer bases and through the influencer influence consumer reaction (Osei-

Frimpong et al., 2019; Rajasekar, 2018). Influencer endorsement is a widely used strategy in

marketing and is an effective way for organizations to communicate with their current and

prospective consumer bases. It also builds confidence in marketing communication and also

helps create favourable attitudes towards the products and/or brand of the organization (Friedman

& Friedman, 1979). Kok Wei and Li (2013) reported that influencer endorsements not only

contribute to the visibility of products but also can garner consumers’ attention while

encouraging action or purchase by the consumers. Through the use of influencer endorsements,

advertisers create attention for their products and influence the attitudes of consumers with

respect to their products.

The effectiveness of influencer endorsements has been a topic of research in recent years.

In marketing and advertising, the ability of influencers to influence consumers concerning their

shopping and purchasing is valuable as a tactic for organizations (Nouri, 2018). As a result,

organizations continue to use influencer endorsement techniques to create larger awareness, help

the brand stand out compared to other brands, and influence consumers’ attitudes toward

purchase (Chakraborty et al., 2020). Furthermore, marketers will invest large budgets into

creating the attachment of an influencer to their products (Arora et al., 2019).

Influencer endorsements enable organizations to reach their customer base or potential

customer base through a unique communication method. Research has found that influencer

endorsement advertisements not only can cut through all the clutter in advertising marketing but

also have strong influencing power on consumers’ perceptions, attitudes, and intentions (Arora et

al., 2019; Shanklin & Miciak, 1997). In addition, Knoll and Matthes (2017) noted that influencers

improve the consumer’s favourability towards brands. For example, Nike signed Michael Jordan

in 1984 as a recent college graduate and has built the Air Jordan brand that encompasses various

products based on his accomplishments as an athlete and his loyal fan base purchasing the
products (Kim, 2020). Procter and Gamble also found success with Simone Biles as an endorser

after the Rio 2016 Olympics as the gymnast was able to communicate with her fan base sharing

her life story combined with her Olympic accomplishments to create attention for the products

she was endorsing (Chang et al., 2018). The ability to garner consumer attention in a crowded

advertising space is a significant attribute of influencer endorsement advertisements and

effectiveness.

The effectiveness of influencer endorsements is also connected to trust in the influencer

by the consumer. Research conducted in an Indian market concerning beauty soap found that

consumers tended to place stronger trust and dependency on products that were promoted by

well-known influencers and as a result were more willing to purchase the products as a result of

the endorsement (Chakraborty et al., 2020). Additional research found that information shared by

an influencer endorser becomes more credible to consumers resulting in a higher perception of

the product (Osei-Frimpong et al., 2019). The trust consumers have in influencers is capitalized

on by advertisers in the form of endorsements which have proven to be an effective form of

advertising.

Research has also demonstrated the positive effects of influencer endorsements.

Consumers are moved by advertisements that include influencer endorsers and have shown more

likelihood to make a purchase (Akram et al., 2017). Likewise, Liang and Lin (2018) found that a

consumer purchase decision can be highly influenced and also changed based on a sports

influencer endorsement (von Felbert & Breuer, 2021). Similarly, an early study by the same

authors revealed that effectiveness of an influencer endorsement is connected to the perceived

influence the influencer generates over the consumers (von Felbert & Breuer, 2020). While the

influencer endorsers influence the consumer and the ultimate goal is to reach a purchase, there

are other benefits directly connected to the influencer endorsement marketing and advertising

strategies such as building brand awareness and equity (Akram et al., 2017; Khan et al., 2019;
Liang & Lin, 2018; McCormick, 2018; Rahman, 2018). Influencer endorsements present a

unique opportunity for firms to capitalize on the influence the influencer holds with consumers.

Measuring the Effectiveness of Influencer Marketing

Consumers have long had a connection with influencers which organizations have

capitalized on through marketing and advertising. Advertisers use the perceived image of

influencers to garner attention and influence fans of the influencer to purchase products. Previous

research found that consumers must have feelings of similarity or aspire to be similar to the

influencer for an influencer endorser to exhibit influence on them (Schouten et al., 2019).

Additionally, Schimmelpfennig (2019) found that when consumers feel similar to the endorser

and believe the endorser is authentic, the endorsement is more effective. Influencer endorsers can

influence consumers through their perceived trust and credibility by consumers, the consumer’s

familiarity with and likability of the influencer, congruence with both the consumers and the

product/brand, the influencer attractiveness, and the memorability of the endorsement.

Credibility.

Existing research has identified trust and credibility as both having a significant role in

how consumers respond to an influencer endorsement. In studies, the researchers found that a

component of consumers’ attachment to influencers is based on the trust and credibility

consumers associate with the influencers (Priyankara et al., 2017; Saldanha et al., 2020). The

trust and credibility influencers enjoy with consumers create an opportunity for marketers and

advertisers to use influencers as endorsers to influence the consumer market and generate more

customers of their brand and products. Organizations use marketing communications to explain

and encourage trust in their brand or product among consumers. Influencers enjoy being trusted

by their fans, and the trust is transferred to brands the influencer endorses (Chakraborty et al.,

2020). In addition, trustworthiness also describes the level of confidence a consumer places with

the endorser (Ohanian, 1991). In another study, influencer endorsers’ characteristics, specifically

their trustworthiness, are significant factors concerning influencing consumers’ purchase

intentions (Tzoumaka et al., 2016). An influencer endorser provides organizations with an

additional level of trust with consumers as the consumers already have established trust with the

influencer.

Another important aspect of marketing communications is establishing credibility for

products/brands. Without credibility in marketing communications, consumers are not willing to

consider the brand’s products (Osei-Frimpong et al., 2019). Furthermore, when consumers

believe an organization’s brand or products are credible, they are more likely to purchase

products (Chakraborty et al., 2020). Schimmelpfennig and Hunt (2020) also noted that endorsers

viewed as believable are the most persuasive in endorsement advertising. When consumers have

trust in an influencer and pass the trust of the influencer to a brand the influencer is endorsing,

credibility is established (Chakraborty et al., 2020; Kim et al., 2020; Osei-Frimpong et al., 2019).

Brands can capitalize on the credibility of an influencer by using them in their marketing

communications or advertisements as brand and product endorsers.

Credibility and trust are key components of building brands for marketers and advertisers.

Organizations have found that the use of influencer endorsers in their advertisements establishes

not only trust but also credibility among consumers concerning their products (Wang &

Scheinbaum, 2018). While there are multiple marketing and advertising strategies available, the

influencer endorsement option allows brands to capitalize on the trust and credibility influencers

already have established. Consumers believe that the information given by influencers is

trustworthy and as a result show willingness to try their recommended products.

Familiarity and Likability.

For an influencer endorsement to resonate with consumers, consumers must first have

familiarity with and like the influencer. Saldanha et al. (2020) found that the consumer’s

attachment to an influencer is commonly related to the influencer’s likability by the consumer

and the consumer’s familiarity with the influencer. Likewise, Erdogan (1999) identified

influencer familiarity and likability as the source of the consumer’s affection when viewing
advertisements exhibiting influencer endorsement. Furthermore, when consumers feel they have

common interests or characteristics with a influencer endorser, they are more likely to in turn

respond positively to not only the influencer endorser but also the product they are endorsing

(Desmarais, 2017; Ferreira etal., 2022). Familiarity and likability are critical elements for

influencer endorsements to be effective and resonate with consumers.

Influencer Endorser Congruency.

When creating advertisements that include an endorsement, the congruency or the

appropriateness of the endorser is another important component marketers and advertisers

consider. Merriam-Webster (n.d.) dictionary describes congruency as “the state of agreeing,

being suitable, or harmonious between two people or concepts.” In the case of influencer

endorsements, when consumers perceive such influencers to be a good fit with products

endorsed, congruence or a match between product and endorser is established in the consumer’s

perception (Saldanha et al., 2020). When selecting the best endorsers for a product, an

organization will usually evaluate the match or congruence between the potential endorsers and

the products. For influencer endorsements, the congruency most notable is the influencer match

or appropriateness for the product to be endorsed.

Influencer-to-brand congruency is critical in creating the connection for those following

the influencer. Research has found that when an organization matches the right endorser to the

right brand or product, the impact of the influencer endorsement is positive in influencing

consumers (Priyankara et al., 2017). Another study’s results indicated that the consumer’s

attitude, when a product and endorsers fit or have congruency, towards the advertisement was

more positive and a higher purchase intention was observed when compared to poor-fitting

endorsements (Schouten et al., 2019). Influencer endorsers that exhibit congruency with the

products being endorsed are better positioned for success in the marketplace.

When developing a marketing and advertising strategy including influencer endorsers,

the appropriateness of the endorsed product to the influencer is an important element to

increasing the believability of the advertisement and the athlete. In a study conducted in India

with 110 respondents, the researchers found that when consumers believe the influencer uses the

endorsed product, then the consumer is more likely to consider a purchase themselves (Rajasekar,

2018). In another study, conducted in the United States, results identified the fit between the

brand and the athlete as a significant influence on consumption patterns of consumers

(McCormick, 2018). Congruency with the product endorsed improves the believability of the

endorsed advertisement. If consumers do not believe the influencer would use the product they

are endorsing, the likelihood of purchase is negatively impacted (Rajasekar, 2018).

Memorable Endorsements.

Advertisers use influencer endorsements to market their products to the influencer fan

base but also to create memorable advertisements. Research has found that influencer

endorsements create memorable connections with brands or products for consumers. For

example, Rajasekar (2018) identified that influencers increase the odds of getting consumers’

attention for the brand, creating a memorable advertisement, adding the human element to the

brand, and adding glamour to the product advertisement. Thus, the product/brand becomes more

desirable, credible, and trusted to the consumer. Advertisers have also found that influencer

endorsement advertisements are more likely to stand out in the competitive advertising space.

Research conducted in India concerning advertisements found that using an influencer to

represent the brand increased consumer recall of the advertisement when shopping (Chakraborty

et al., 2020). An additional study found that the belief in the expertise of the influencer coupled

with their endorsement led to more brand remembrance by viewing consumers (Mikulas &

Shelton, 2020). These studies demonstrate that influencers, due to their public personas, create

the opportunity for more memorable advertisements because they are known to consumers.

Physical Attractiveness of Influencer.

The physical attractiveness of an influencer endorser is another area of connection with

consumers attributed to the success of influencer endorsements in research studies. An example is

a study that found that the influencer’s attractiveness along with attitudes toward the brand and

the influencer contributed as a positive influencer for purchase intent (Arora et al., 2019).

Similarly, Ohanian (1991) found a positive link between endorser attractiveness and consumer

purchase intentions along with trustworthiness and expertise. Arora et al. (2019) also concluded

that the attractiveness of the influencer must be a consideration as consumers will react more

positively to an endorsement with an attractive influencer. The attractiveness of the influencer

endorsers can be concluded to be an important aspect of influencer endorsements from a

consumer viewpoint.

Attractiveness alone will not lead to an effective consumer connection with an influencer

endorsement. A study conducted in Pakistan concluded that influencer attractiveness was not a

strong factor in the persuasiveness of the influencer endorsement advertisement (Akram et al.,

2017). In addition, other studies have found that attractiveness along with additional elements

such as product-influencer match, likability, and the trustworthiness of influencer endorsers are

key factors for consumer connection (Chakraborty et al., 2020; Kim et al., 2020; Rahman, 2018;

Zhou et al., 2020). As indicated by the research available on the topic of influencer attractiveness,

marketers and advertisers must consider attractiveness as a vital, but not the only, component of

connecting an influencer-endorsed product with consumers.

Consumer Purchase Behaviour

While multiple models exist to track the customer purchase journey, the AIDA model is

the conceptual framework for this study. The Attention, Interest, Desire, and Action (AIDA)

model breaks down the customer purchase journey into components consumers experience

throughout the process of interacting with a product or brand (Rehman et al., 2014; Wijaya,

2012). Influencer endorsements have a potential impact at each step described through the AIDA

model and will be discussed next.

Attention. The first goal of advertising is to garner consumers’ attention to the brand or

products. “Attention” is the first component of the AIDA model. In terms of advertising,
attention can be described as the consumer becoming aware of the brand or product based on

exposure to marketing communications. Researchers have found that the primary goal for using

influencers as endorsers of products and services is to increase attention to the brand as well as

influence the consumers’ perception (Erdogan et al., 2001; Spry et al., 2011; Tsai et al., 2007).

Influencer-endorsed advertisements can not only attract attention but also increase the recall of

the advertisement (Chan & Fan, 2022). Influencer endorsements are used by advertisers to

increase the attention of their brands and products based on the consumer following of the

influencer.

When the influencer-endorsed advertisement contains clear information, it will enhance

brand awareness. In a study of 500 consumers in an emerging global market, researchers found

that influencer endorsements created a high level of awareness for the brands or products being

advertised (Osei-Frimpong et al., 2019). In addition, Rajasekar, (2018) found that global

influencers who enjoy not only popularity but also have likeability by consumers can boost brand

awareness through endorsements (Rajasekar, 2018). Attracting consumers’ attention is the first

step of advertising effectiveness, and influencer-endorsed advertisements positively impact the

attention of consumers.

Interest. Once the consumer’s attention has been secured, the next step in the AIDA

model to consider is “interest.” Interest describes the process through which a consumer begins to

learn more about the brand/product and to consider how the brand/product might fit their needs

(Wijaya, 2012). The influencer endorser’s connection with consumers can be capitalized upon to

increase consumer interest in a brand/product as consumers have shown to feel trust and

connection with influencer endorsers (Desmarais, 2017). Additionally, influencer endorsements

result in more visibility of the brand/product to consumers and have a strong influence

concerning convincing consumers to consider the brand/product (Kok Wei & Li, 2013). The

interest of consumers in brands/products can be significantly impacted by influencer endorsers in

the right situations due to the trust and influence an influencer has with their fan base.
 Desire. Once the advertisement has the consumer’s attention and the consumer

subsequently begins to evaluate their need concerning the product/brand, the next step in the

AIDA model comes into play which is “desire.” Desire can be defined as when a consumer

moves from becoming interested in the product and begins wanting to consume the product. Rai

et al. (2021) found that a consumer perception of a product can be influenced and the credibility

of the brand positively impacted when influencer endorsers are included in advertisements. In

another research study, it was noted that fans of an influencer consumers will try to match their

style or behaviour to that of the influencer (McCormick, 2018). The desire of a consumer toward

a brand/product can be activated through the use of influencer endorsements in advertisements.

The desire for a product as a result of viewing an influencer-endorsed advertisement can

also be rooted in the congruency of the influencer and consumer. Congruency describes the

match or fit of two concepts, items, or people. Rai et al. (2021) found that the match or

congruency between the consumer and the influencer endorsing a product not only transfers the

positive image onto the product but also influences consumers’ desire for the endorsed product.

Finally, the influencer-consumer congruency was shown to have a moderate impact on brand

attitude or commitment which also leads to consumers’ desire for the endorsed product (Albert et

al., 2017). Congruency between the influencer and the consumer base leads to consumers

developing a desire for products endorsed. Consumers are known to idolize influencers and as a

result will link their styles to the influencer’s image (McCormick, 2018). The idolization of

influencers by consumers creates the desire for the product the influencer has endorsed.

Likewise, sports influencers enjoy recognition that influences the desire for products they have

endorsed amongst their fan base (Zhou et al., 2020).

Action. The final stage of the AIDA model is “action” which denotes the consumers’

final step of deciding whether to purchase the product. The consumer’s decision whether to

purchase is commonly referred to as purchase intention. Purchase intention concerning influencer

advertisement is a regularly studied area, and numerous studies have found that there exists a
positive influence of influencer endorsements concerning consumers’ buying decisions (Arora et

al., 2019; Ohanian, 1991; Rajasekar, 2018). While studies have taken different approaches to

understand the relationship between influencer endorsements and resulting consumer purchases,

the common finding has been that influencer endorsements have a positive influence on the

consumers’ intent to purchase.

Multiple studies have addressed the influence of influencer endorsements on consumer

purchase decisions. One area of study for how influencers can achieve influence is the

consumers’ desire to emulate influencers. In a study conducted in India to understand the impact

of influencer endorsements on consumer purchase plans, the findings supported the idea of

emulation as consumers are more likely to purchase if they believed the influencer uses the

endorsed product (Rajasekar, 2018). Lee and Heere (2018) also found that the emotional

connection consumers have with an advertisement will increase their positive reaction. In a

similar study, imitation behaviour is a critical element for influencing consumers’ purchase intent

towards a product endorsed in influencer advertisements (Srivastava, 2021). Similarly, Awasthi

and Choraria (2015) found that when influencers are selected based on a match to the personal

characteristics of the target audience, the influence on consumer behaviour is more effective.

Influencers are well- known individuals and can influence purchasing products as consumers

hold the influencer in higher regard and want to identify with the influencer.

Another aspect of influencer endorsement that has been connected to positive impacts on

the purchase intent is the credibility of the endorser. Credibility is consumers’ perceptions of the

authenticity and believability of the influencer endorser (Akram et al., 2017; Awasthi & Choraria,

2015). When an influencer endorser has credibility with consumers, there is a positive impact on

consumer behaviour such as the purchase intent of products endorsed (Awasthi & Choraria,

2015). Likewise, endorser credibility has been shown to play a key role in explaining the effect

endorsed advertisements have on influencing purchase behaviour (Chapple & Cownie, 2017;

Djafarova & Rushworth, 2017). Another study also found that credibility along with knowledge
and skills are impactful toward influencing buying behaviour (Akram et al., 2017). As described

above, when an influencer has credibility in the consumer’s eyes, the effectiveness of the

influencer endorsement on purchase intention is positively impacted.

The influence on purchase intent is also connected to influencer attractiveness. As

mentioned previously, influencer attractiveness plays a role in how consumers connect with

influencers. Along these same lines, influencer attractiveness has also been identified as an area

positively impacting a consumer’s purchase intent or action toward endorsed products (Akram et

al., 2017; Arora et al., 2019; Ohanian, 1991). For example, a positive connection was found

between the endorser’s attractiveness and the consumer purchase of the endorsed product

(Ohanian, 1991). Arora et al. (2019) stated that the key finding of their study is the observation

that influencer attractiveness is one of the key factors identified as influencers of the purchase

intention of a consumer. Another study, with 200 respondents in an international market, was

aligned in the findings related to the influencing power of attractiveness (Akram et al., 2017).

The study found that attractiveness was among the key factors for brands to consider as they aim

to influence purchase intention through influencer endorsement (Akram et al., 2017). The

attractiveness of the influencer is an important aspect of influencer advertising as it has been

identified by multiple studies as a contributing factor to influence a consumer towards action or

the purchase of the product being endorsed.

Characteristics of Generation Z
Summary

The next chapter of this research concerns the research design and methodology

implemented to conduct this study. Chapter 3 begins with a detailed rationale for the

research methodology and design, followed by a presentation of the target population and

sampling strategy. Next, the instrumentations used to collect the data for this study will

be discussed, which include a questionnaire and discussion guide for interviews. Chapter

3 will close with an outline of the steps for data collection and subsequent analysis, a

discussion of ethical considerations, and a description of the limitations of this study.

 Chapter 3: Research Methodology

3.1 Introduction

3.2. Research Philosophy

Research philosophy entails the philosophical assumption of the study in the context of

how the investigation should be achieved to generate knowledge (Collins and Hussey, 2013).

Research paradigm, in most cases, is interchangeably used with research philosophy. In that

sense, research paradigm consists of: ontology, epistemology, methodology, and, methods

(Thomas et al., 2019). Epistemology, therefore, provides a philosophical grounding for deciding

what kinds of knowledge are accepted in the field of study and how we ensure such knowledge is

adequate and legitimate (Maynard, 1994). In that sense, epistemology becomes a link between

research paradigm and methodology and provides a rationale for specific research design,

methods and data analysis (Saunders et al., 2012). Within epistemology, two broad groups of

thought exist: interpretivists, post modernists, social constructionists and relativists

(interprevisim-subjectivism). On the other side are the positivists, modernists, and empiricists

(positivists-objectivism) (Lawson 2002).

Positivism and interpretivism are two ontological stance that researchers are encourage to

use when selecting research methodology (Saunders et al., 2012). These two contrasting

paradigms are either align quantitative study (positivism) or qualitative study (interpretivism).

The interpretivists believe that knowledge is co-created through active participants such as the

research and study participants (interviewees) (Bryman & Bell, 2011; Saunders et al., 2012). As a

result, enquirier and social actions previous experiences and beliefs become a vital to understand

the, perspective, perceptions and their lived experiences to explain a research phenomenon

(Ritchie et al., 2003). The research position within interprevist notion is inductive and usually

achieved through qualitative study, where small sample data are collected using methods, such

as; focus group discussions, observation, semi-structured or unstructured face-to-face interviews

(Creswell, 2013; Saunders et al., 2012). This thesis assumes the positivism stance. The

positivists assert that social phenomena can be explained 'scientifically', based on regularities

from the data obtained. This complement epistemology notion of objectivism postulates that

realities exist outside of the mind, whereby meaning is believed to exist as objects independent of

any consciousness that inquirers have no influence on what is being studied. Positivist believes

that in the objective reality, the truth is 'out there to be discovered by all. The positivism stance is

in line with this thesis since it used quantitative tools such as surveys or questionnaires for data

collection using numerical approaches to analyse research data and reporting. Positivist believe

that study can be achieved through observable phenomena such as in the natural science, in such

study, hypotheses are developed and large data collected. Such research data are analysed

statistically to find a causal relationship between defined variables that is either have a positive or

negative relationship. This thesis used existing studies to generate variables and hypotheses and

focused on numerical data to explain human behaviour resulted to rejection or acceptance of the

outline hypotheses.

3.3 Research Design

The design of a study is the strategy or plan employed to answer the research questions

using the collected data (Rahi, 2017). Understanding the connection between the problem

statement, research question, and collection instruments informs the design selection. Alignment

to a design which supports these study components assists a successful addressing of the problem

space. The present study explored the statistical and predictive relationship between two

variables: personality traits and organizational commitment. Only a predictive relationship was

sought; no causal relationship was explored. No manipulation of variables took place. The

variables were numerical, with the measures of influencer marketing as independent and

consumer purchase intention as outcome variable. Based on these characteristics, a correlational-

predictive research design was most appropriate to investigate this relationship.

 Correlational-predictive design is proper for determining predictive relationships between

variables in a non-experimental study; it allows the researcher to examine relationships between

two or more variables using appropriate statistics (Frey, 2018). Other designs were considered.

There was no support of causal relations, experimental influence, or descriptive narratives.

Experimental and quasi-experimental approaches included the manipulation of one or more

variable, which was not the case in the present study. No manipulation of the predictor variables

was available. Causality was not sought, and a descriptive approach includes opinions, attitudes,

or trends (Kieffer, 2020). None of these designs were appropriate based on study characteristics.

Consideration was given to correlative–associative design. In this design, there is a

correlational analysis completed between resulting numerical score of variables, without either

sought as predictor or criterion. While this design could have been proposed and used, the

resulting knowledge would have missed the rich information that comes from knowing (or

simply exploring) if personality traits in alignment with the cooperative model predicted

organizational commitment. The correlational–associative design does not use correlational

strategy to explore predictive qualities of the variables (Gravetter & Forzano, 2018). Simply put,

quantitative correlational- predictive design provided evidence and measures of the relationship

and allowed for indication if a predictive relationship exists or not; it addressed the problem

statement and research question most appropriately.

3.4 Sample Selection

The target population for this study comprises individuals in the UK fashion industry who

belong to Generation Z (born between the mid-1990s and early 2010s). The researcher used a

convenience sampling strategy. A convenience sampling strategy is useful when the participants

meet criteria such as accessibility, availability, or participation agreement (Etikan et al., 2016).

Because this study focused on UK fashion industry customers, the screening criteria ensured that
the results pertained to this group. The sample also reflected males and females 18 years or older

with age ranges included to ensure no group was over or under-represented.

A G*Power analysis determined the sample size. Inputs were based on a multiple linear

regression fixed model, R2 deviation from zero, with settings of four predictors and a .80 power

level. The significance level (α error probability) was set at .05. A .15 for a medium effect size,

as determined by Cohen (1988), was planned for the analysis. The G*Power input parameters

yielded a sample size of 85; however, a sample size of 107 was scheduled to account for any

attrition such as errors, outliers, omissions, or in case the statistical test requires changes to meet

significance levels.

The survey instrument was distributed online through Surveymonkey. Surveymonkey is

an advanced online panel and sampling service offered by the market research firm

Surveymonkey. Before participants complete the survey instrument, the screening ensured that

only adults 18 years or older that had been to a UK fashion industry within the last year

completed the survey. The survey was scheduled to be available to Surveymonkey participants

for two weeks, or until the required number of participants have completed the survey. A sample

size of 85 was required; however, a sample size of 107 was forecasted to account for any attrition

such as errors, outliers, omissions, or in case the statistical test required changes to meet

significance levels. The survey instrument for this study was distributed to participants in a

completely online fashion. Participants were able to complete the survey on their personal

computer or mobile device regardless of their location. Because of the voluntary online nature of

this survey, site authorization was not required for this study.

3.5 Data Collection

This section describes the steps the researcher followed to collect the data necessary to

complete the study.

After collection from SurveyMonkey, the data were stored in an external hard drive, held

by the researcher at the researcher’s location. The data in the SurveyMonkey website was
password protected, as was the external hard drive. The data will be stored for three years post-

publication of the study. If a subsequent article is also published, longer retention is required (10

years). The external hard drive is not used for any other purpose. Further, the data gathered were

not participant identifiable. The data will be electronically destroyed and the hard drive will be

wiped clean (reformatted) when the time restrictions expire. A de-identified copy of all data and

analysis are stored in the LDP through Grand Canyon University (Grand Canyon University,

2021).

Other important details about the data collection process are as follows. Raw data were in

the form of Likert-5 and Likert-7 whole numbers. Participant demographic and professional data

and informed consent consisted of one question per participant, inclusive of meeting eligibility

requirements. Descriptive statistics were reviewed, especially as part of the data analysis

procedures. Summative data were used, considering the Likert-5- and Likert-7–like data from the

instruments (Laerd Statistics, 2018). At all points in the data collection process, the individual

participants’ rights were protected and maintained for well-being, as appropriate.

3.6 Reliability and Validity of the Research Instruments

Reliability refers to the extent a measurement instrument can produce duplicate results

(Cai et al., 2016; Koo & Li, 2016). Not only should correlations remain constant, but also the

significance between measures (Koo & Li, 2016). The most-used measure of reliability for

Likert-type instruments is Cronbach’s alpha coefficient (Michalopoulou, 2017; Taherdoost,

2016). Another widely used instrument for measuring reliability is Kaykov’s composite

reliability measure. This measure is seen in some instances to be superior to Cronbach’s alpha, as

it does not tend to underestimate the analysis (Chakraborty, 2017; Jandari et al., 2016). For an

instrument to be reliable, Cronbach’s alpha and Kaykov’s composite reliability for congeneric

measure should be above 0.7 (Hair et al., 2006). Reliability, as measured by Cronbach’s alpha,

reflected to what degree the instruments produced similar results when applied to different

groups and at different times. Test-retest was not completed in this study, and interrater or
parallel testing was not appropriate. Internal consistency examines the correlation between

multiple items that measure the same construct within a survey. Internal consistency can be

measured through average inter-item correlation or split-half reliability. These two processes

were conducted through SPSS (IBM Corp., 2020). Other studies and processes were also

considered for reliability support, and in particular if the present study resulted in unacceptable

reliability in data and calculations.

Validity in a measurement instrument is essential for the results to be meaningful and

accepted. In plain terms, validity “describes how well an instrument does what it is supposed to

do.” (Andrade, 2018, p. 498). Validity is defined as the degree to which a construct is measured

(Heale & Twycross, 2015). Validity is the extent to which a data source accurately reflects or

assesses the specific measured construct or concept. In the present study, the measured constructs

perceived effectiveness of influencer marketing (Familiarity and Likability, Influencer Endorser

Congruency, Memorable Endorsements, Physical Attractiveness of Influencer, Perceived

Credibility) and consumer purchase intention. The measurement tool must serve the purpose of

measuring what is intended based on the collected data to demonstrate validity (Şahin, 2018;

Taherdoost, 2016). Internal validity assesses the method that the instrument was constructed,

fielded, and analysed. External validity assesses how well the instrument can be generalized to

other populations and contexts. There are different types of validity, the main ones being face

validity, content validity, criterion validity, and construct validity. Face validity is subjective and

is a measure of how well the measure appears to be relevant to the topic. Content validity ensures

that the instrument is thorough in its measurement, with no extraneous or unnecessary content.

An exhaustive literature review is necessary to ensure content validity (Taherdoost, 2016).

Criterion validity refers to how well the instrument measures the variable responses to produce a

meaningful outcome (Taherdoost, 2016). Construct validity is a measure of how well the concept

or model was operationalized to the instrument (Taherdoost, 2016).

3.6 Data Analysis

Multiple Linear Regression (MLR) was used and was appropriate when there are five

predictor variables and one criterion variable (Laerd Statistics, 2018). The present study did just

that, using five sets independent variables and one set with the predictor variables combined in

analysis per participant to explore if a predictive relationship existed. Unless the data were

remarkable in some non-expected manner, MLR was the most appropriate statistic to answer the

research question. Analysis steps are described below. Using the SPSS software, the process was

completed through this analysis process using the scores for agreeableness and conscientiousness

as predictors and correlated to organizational commitment expectations. This was gauged to align

with the real results of the data from the surveys. MLR allowed for prediction of new values for

the criterion based on the independent variables and determined how much of the variation in the

criterion was explained by the independent variables (Laerd Statistics, 2013).

Using the SPSS software, the process was as follows. The data was reviewed to first meet

the assumptions of having a continuous criterion or dependent variable and two or more

independent variables. Next, the software ran a 12-step procedure which tested the other

assumptions (independence of observations, linearity, homoscedasticity, multicollinearity,

outliers, and normality). Assuming that these tests all produced appropriate results, the process

would continue with the MLR. The SPSS software provided options and transformation

alternatives if this was not the case.

The resulting data were inspected for how well the regression model fits the data, using

the R, R2, and adjusted R2 data. Also, it was determined how much the criterion varies with a

predictor variable when all other predictors were held constant. Statistical significance was then

reported and analysed (Laerd Statistics, 2013). The MLR data included the variance accounted

for by the five predictor variables separately; the F-test results showed the statistical significance

of the two predictors collectively. SPSS also provided a coefficients table which provided the

betas and the corresponding t-test results for each predictor. Those data provided information
regarding the significance of the two predictors considered individually. As described, the

predictor variables were entered as one block. However, the standard regression model offered

multiple results for discussion and interpretation.

The important steps of checking the assumptions for appropriateness are detailed below.

Since a correlational–predictive relationship was sought, standard multiple linear regression

(MLR) was used. There are eight assumptions for the multiple linear regression analysis (Laerd

Statistics, 2013). The first two are related to design. The first is to check if the dependent variable

was continuous. The second is to confirm there were two or more independent variables which

were either continuous or categorical. The present study met these expectations by allowing the

ordinal results and ordinal nature of the results per question (Likert-like) to be approximated to

interval for processing.

Summative data assisted in this shift by using calculated averages. This resulted in

continuous acting data. This is permissible for use in analysis (Robitzsch, 2020). These two

analyses constitute the first two assumption tests for a MLR analysis. The other six assumptions

related to the data. To maintain consistent reference, they are listed below starting with #3:

3. Independence of observations (or independence of residuals);

4. Linearity or a linear relationship between the dependent variable and each of the

independent variables, and a linear relationship between the dependent variable and the

independent variables collectively;

5. Homoscedasticity of residuals (or equal error variances);

6. Multicollinearity;

7. No significant outliers, high leverage points and influential points; and

8. Residuals (errors) are approximately normally distributed (Laerd Statistics, 2013).

Assumption tests are less an assumption and more of a test to be passed, sometimes

referred to as validity conditions (Lindstromberg, 2020). For instance, the use of Multiple Linear

Regression assumed a continuous variable, but the present study used summative data from a
Likert-type ordinal scale. The condition is not met explicitly, but it was established that this was

an approximation that does not interfere with the results (Robitzsch, 2020). The data were

considered interval-continuous.

Independence of observations in an MLR analysis addressed first-order autocorrelation.

Autocorrelation is when errors of adjacent observations are correlated and not independent. This

assumption was important to MLR analysis, in that without this assumption met, a different

statistical test must be run instead. Using the SPSS Statistics software, this assumption was tested

using the Durbin-Watson statistic (IBM Corp., 2020; Laerd Statistics, 2013).

The assumption of linearity was tested in two processes. The first tested the relationship

between predictor variables collectively and the criterion variable. This was accomplished by

creating a scatterplot with the Studentized residuals (SRE_1) plotted against the (unstandardized)

predicted values (PRE_1). The second process used the same analysis, but with the predictor

variables independent. This was tested through partial regression plots between each predictor

variable and the criterion variable (Laerd Statistics, 2013).

Homoscedasticity is an equivalency or similarity in the errors associated with the values

of the criterion variable. In other words, there is a consistency in the error along a best-fit line. To

test for this, the prior graph used for combined predictor variables against the predicted values

was used again (Laerd Statistics, 2013). Violations of this assumption would have been mitigated

through data transformation or using a weighted least squares (WLS) regression.

The data must also not show multicollinearity. This is when the predictor variables are

overly correlated with each other. This interferes with processes that test separate predictors for

contribution levels. This was tested through inspection of correlation coefficients and

tolerance/VIF values (Laerd Statistics, 2013). The data for testing this were generated in the

MLR process.

Outliers are a consistent concern in data collection and analysis. It is a general term that

means a variety of issues with specific points of data which reflect a degree of unusualness.
Removing or excluding these points is not done lightly, as they represent (most likely) valid, but

unusual results. The impact of an outlier or other odd point of data can be detrimental to the

averaging or generalizing of the data. This reduces the predictive power of the study findings.

Some processes to address outliers included Mahalanobis distance, Cook’s distance, Studentized

deleted residuals (SDR_1), leverage points (LEV_1), and other influential points review (Laerd

Statistics, 2013).

The last assumption was to test for normal distribution. Statistical analyses like the MLR

require the errors in prediction to be normally distributed. This was tested through the use of a

histogram placed on top of the normal curve (with P-P plot). This was also tested by use of a

normal Q-Q plot of the Studentized residuals (SRE_1). Both of these test processes were run

through the SPSS software (IBM Corp., 2020; Laerd Statistics, 2013).

If any of these assumptions were not met (failed), there were alternative approaches,

transformations, or even other tests to consider. For instance, if the independence assumption

failed, a time-series method would have been considered. If the data was not linear,

transformations would have been considered. If homoscedasticity was not met, a weighted least-

squares regression would have been considered (Laerd statistics, 2013). The purpose for these

processes was to result in a final sample that contained the data needed for all subsequent

processing and finding determinations.

Additional reporting of descriptive statistics was also provided. This included frequency

and percentage reports, mean, median, standard deviation, standard error, skewness, and kurtosis

reports as appropriate. These assumption tests and processes aligned with the procedures as

outlined by Laerd Statistics (2013).

It was established that the study instruments measured in ordinal results per question

(Likert-like); these were approximated to interval for processing by calculating averages. This

resulted in continuous acting data. The data was paired by participant, one data point for each

personality trait and one for organizational commitment (aggregate). Outliers were addressed as
the data was cleaned pre-process. If the data was too far inconsistent, the study could be

determined as jeopardized. Normality was also required, first checked by visually inspecting a

histogram of the data. If normality was not met, the data could have been transformed to attempt

to achieve normality, if appropriate. The specific transformation utilized would be dependent on

the degree or manner in which the data was not normal. This could be done through the use of

square roots of the data points, or logarithms, arcsin, etc., depending on how the data was not

meeting the normality assumption. If this could not be done successfully, alternatives would have

been considered. Lastly, the error data were reviewed and cleaned, as able, ensuring

homoscedasticity. Reliability was checked for internally consistency using Cronbach’s alpha

coefficient. This process was automatic through the SPSS software (IBM Corp., 2020).

Reliability was satisfied if the coefficient was greater than .70. Associated data was also reported.

This included frequency and percentage of the variable data. This also included mean, median,

standard deviation, standard error, skewness, and kurtosis, where appropriate. Once data was

appropriately processed for analysis, it was presented in both a table and graphical display,

including assumption testing (normality) and correlation– predictive data from the MLR

processes. Findings were drawn and reported from the resulting data and calculations.

3.8 Ethical Consideration

The role of any researcher is to first ensure that ethical expectations are maintained,

especially when involving human subjects. The key principles of respect, justice, and

beneficence. Respect for persons identifies individuals as autonomous agents. Additionally, those

with diminished autonomy must be protected. Informed consent and disclosure of what the study

entails supports respect for persons. The research included a comprehensive consent form that

disclosed the researcher’s name and institution, the purpose of the research, survey design,

potential study benefits, and a detail of risks or ethical concerns. Also included was a statement

of confidentiality noting that no IP addresses were recorded, and all files were securely

maintained and then deleted after three years. The consent form communicated that participation
was voluntary. The consent form included the researcher’s email and an invitation to contact if

there were any questions or concerns. Beneficence ensures that individuals are treated ethically

regardless of their decisions, and they will be protected from harm. The use of a tested, validated,

and reliable instrument ensured that individuals are treated ethically. Additionally, the

completion of IRB requirements supported this principle. The principle of justice informs that

persons should obtain what is deserved from their participation in the research. Also, all

participants should be treated equally. This principle was met through each participant

completing the same instrument in the same fashion. No known risks were associated with the

collection of data. Participation in the study was voluntary.

Transmission of data was kept confidential in researchers’ personal computer. The

researcher owns the data. An informed consent form was included at the beginning of the survey.

Additionally, participants could withdraw from the survey at any time up to and including at the

end. Timestamps were recorded for each respondent to maintain continuity with consent. The

data were secured in a locked and encrypted Microsoft OneDrive file folder accessible only by

the researcher. After three years, the data will be deleted. The researcher will confirm data

deletion and ensure that no files can be recovered.

3.9 Conclusion
 Chapter 4: Results

The primary objective of this research is to explore how content and influencer marketing

can influence Generation Z's consumer behaviour and establish meaningful relationships on

social media.

Chapter 4 includes includes descriptive findings of the sample demographics of gender

and age range. Descriptive findings of the variables of interest are also presented. The researcher

describes the data analysis procedures, statistical tests used to accept or reject the null

hypotheses, and post-hoc power analyses. Finally, the researcher presents the results of the tests.

Descriptive Findings

Sample Demographic Descriptive Characteristics

The final sample included 148 participants. The researcher collected gender and age

range demographic information to describe the sample participants. Male and female genders

and ages 18 and above were represented. The original data file included 204 participants;

however, it over-sampled women by 13%. Although not required to address the overarching

research question and hypotheses, 55 of the female records were removed balance the sample

by gender. The researcher removed the 55 female and the single “prefer not to answer” entries,

last-recorded-first, sequentially by age range.

Removal by age ranges ensured that the demographics of the participants for future

segmentation studies would not be inordinately skewed. The remaining 148 participants were

still well over the required sample size. All age groups 18 and above and all genders were

represented in the sample. Of the total sample of 148, there were 74 male and 74 female

participants. The table of frequency for gender and age ranges are presented in Table 4.1.
 Table 4.1.

Frequency for Gender and Age Ranges

Figure 4.1 graphically represents the incidence of male participants by age range.

As noted in the frequency table, males 20-25 comprised 64.9% of the sample. This

frequency was most noticeable in the graphic.

Figure 4.1.

Incidence of Men Participants by Age Range

Figure 4.2 graphically represents the incidence of female participants by age

range. As shown by the bar chart, the female participant's age ranges were more evenly

distributed. The 20 or greater demographic was more represented in the female than

male sample.

Figure 4.2.

Incidence of Female Participants by Age Range

Variables of Interest Descriptive Characteristics.

Assumption Tests

Before a multiple linear regression analysis was performed, the researcher tested the data

to determine if the assumptions for multiple linear regression were met. Below are the eight
assumptions that must be met for a multiple linear regression statistical test (Laerd Statistics,

2015a):

1. There is one criterion variable that is measured as continuous (either interval or

ratio).

2. There are two or more predictor variables that are measured as continuous (either

interval or ratio) or categorical (either ordinal or nominal).

3. The observations are independent of each other.

4. There is a linear relationship between (a) the dependent variable and each of the

independent variables, and (b) the dependent variable and the independent

variables collectively.

5. There is a homoscedasticity of residuals shown in the data.

6. There is no multicollinearity in the data.

7. There are no significant outliers, elevated leverage points, or highly influential

points in the data.

8. The residuals, or errors in prediction, are normally distributed. Each assumption

test is detailed below.

Assumptions One and Two. The first two assumptions of multiple linear regression

addressed the study variables. As was required in the first assumption, there was one criterion

variable that was measured as continuous. The second assumption was also met, as the predictor

variables were also measured as continuous. Although the predictor variables were collected on a

Likert scale, the practice of converting Likert scales to continuous variables was well

documented in research as an acceptable practice.

Results

Credibility

Familiarity and Likability.

 Influencer Endorser Congruency

Memorable Endorsements

Physical Attractiveness of Influencer.

Perceived Credibility

Acceptance of Information

Comparison with Similar Others

Purchase intention adopted from Kin and Kim (2019)

I would follow the product recommendation from the influences that I follow

In the future, I will purchase the product or brand recommended by the influencers that I

follow