Influencers' characteristics and communication strategies in purchase intention at festivals
João Marmelo, Sara Teixeira, Zaila Oliveira, Sandrina Francisca TeixeiraPurpose
Brands use influencer marketing as a key method to connect with event attendees during festivals. The ability of influencers to form stronger bonds with their audience can increase consumers' purchase intention. This study investigates how influencer characteristics and communication strategies influence ticket purchase intention in the context of festivals.
Design/methodology/approach
A quantitative methodology was used to gather data via a questionnaire (N = 207).
Findings
The results indicate that credibility, contests and partnerships significantly increase purchase intention. Reach, relevance, content and discounts did not have a significant effect. Brands should prioritise credible influencers who run contests and establish ongoing partnerships with festivals to stimulate consumers' purchase intentions for tickets.
Originality/value
This study highlights the importance of influencer-driven digital strategies in strengthening festival communication and provides insights into the characteristics and tactics of influencers most relevant to shaping ticket-purchase behaviour.