Impacts of Social Media Influencers On Consumer Behaviours Of Young Hong Kong Generation (Age 15-24)

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Impacts of Social Media Influencers On Consumer Behaviours Of Young Hong Kong Generation (Age 15-24) by Mind Map: Impacts of Social Media Influencers On Consumer Behaviours Of Young Hong Kong Generation (Age 15-24)

1. Contribution to consumers, business and influencers

1.1. 1. Allow business to use the characteristic set to select appropriate influencers

1.2. 2.Allow social media influencers know what their followers are expecting

1.3. 3.Allow young Hong Kong generation be aware of their buying behaviour - impulsive, emotion based

2. Attributes of Influencers (Consumer)

2.1. Core Factor Credibility - reliable (saying the truth)

2.2. Attractiveness - appearance, style, tone of speaking

2.3. Professional Knowledge - understand the product features, method of using

2.4. Content Quality - wordings, product shot (nice layout, clear video flow)

2.5. Product Match - self image suitable or not

2.6. Interactivity - answer inquiries, respond to comments

3. Gap (what make our paper special?)

3.1. 1.Focus on Hong Kong Young Generation - lack of papers, they are the largest group of social media users (online shopping)

3.2. 2.Discover the drives of purchase intention- some papers briefly mention (consumer emotions & self-construal)

3.3. 3. Combine business & consumer perspectives together - understand their consistency and difference - how to solve it? Is brands satisfying their needs?

4. Attributes of Influencers (Business)

4.1. Core Factor Fame - popularity (how many followers?) 4 types - Mega, Macro,Micro and Nano

4.2. Professional Knowledge- expertise on promoting products/services

4.3. Relevance- match with the brand image