Moderation of open innovation on the impact of influencer marketing on decisions to purchase Hanasui cosmetic products at Tiktok Shop
This research aims to see the influence of the use of influencers on consumer purchasing decisions for Hanasui cosmetics via the TikTok Shop platform. Apart from that, this research also wants to see the role of open innovation as a moderating variable. This research took a sample of 50 people using...
| Autores: | , , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | Brasil |
| Institución: | Instituto Superior de Educação Vera Cruz (VeraCruz) |
| Repositorio: | Revista Veras |
| Idioma: | inglés |
| OAI Identifier: | oai:ojs2.ojs.brazilianjournals.com.br:article/66209 |
| Acceso en línea: | https://ojs.brazilianjournals.com.br/ojs/index.php/BRJD/article/view/66209 |
| Access Level: | acceso abierto |
| Palabra clave: | influencer open innovation consumer purchase decisions Hanasui Tiktok Shop |
| Sumario: | This research aims to see the influence of the use of influencers on consumer purchasing decisions for Hanasui cosmetics via the TikTok Shop platform. Apart from that, this research also wants to see the role of open innovation as a moderating variable. This research took a sample of 50 people using statistical data analysis techniques using the SmartPLS version 4 application. From the research results it was found that: 1.) the use of influencers does not affect consumer purchasing decisions, 2.) the open innovation process has a positive and significant effect on purchasing decisions of consumers, and 3.) Influencers influence consumer purchasing decisions through the open innovation process carried out by the company. |
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