The Impact of Influencer Marketing on Online Advertising Click and Buying Behaviour during COVID-19

ABSTRACT

We Are Social reports the development of Social Media year by year. It means social media is very influential for every person. Recently, marketing used influencers as part of its marketing strategy. However, several previous studies found the negative impact of using influencers. Therefore, this study, which uses a qualitative method with the SEM-PLS technique, will look at the factors that influence influencers and the impact on whether customers are interested in buying the product or not. The qualitative study facilitates by Google Form and using the snowball sampling technique to collect data due to the limitation of social access in COVID-19. Eleven factors use as the research model. The study used 227 respondents, but only 64.7% of people were interested in buying products after seeing influencers. Furthermore, 35.3% of people do not buy products for various reasons. The results of this study are beneficial for developing the use of influencers in marketing in the future. © 2022 IEEE.