Influencer Marketing & Impulsive Buying : A Quantitative Study On Influencer Marketing and Discount Codes Effect On Impulsive Buying and Purchase Satisfaction

Sammanfattning: Influencer marketing is a new marketing strategy that has risen in popularity to be used by businesses during the last decade. Even though studies have been previously made on influencer marketing, little research has been made specifically on influencer marketing in combination with their discount codes being offered. The main purpose of this research paper is to examine the connection between the discount codes and the effect it might have on consumers' purchase intention, behavior and impulsive buying. Furthermore, the satisfactory levels after a purchase due to influencer marketing has been examined as it has not been seen in previous studies. The findings revealed that consumers are directly affected by influencer discount codes, causing impulsive buying to a certain level and affects the purchase intentions and decision-making in a faster manner. Furthermore, consumers who had purchased products due to influencer marketing obtained a high satisfactory level post-purchase. The same result could be seen both with and without discount codes. These results contribute to a positive insight of influencer marketing for businesses as the majority of the consumers were satisfied with their purchases. The research paper is written in english.