The factors affecting repurchase intention from utilizing pet influencer marketing on home electronic appliance products

Abstract

It is essential for brands to attract people's attention and engage them with their content. In this research, we intend to identify the most significant factor that influences the repurchase intention of electronic home appliances through the use of pet influencer marketing. The study examines the impact of various factors such as content quality, attitude towards pet influencers, pet celebrity endorsement, brand image, electronic word-of-mouth (E-WOM), and trust on purchase intention. The findings of this study would assist electronic home appliance brands in developing more effective marketing strategies for electronic home appliance products by utilizing pet influencer marketing. The purpose of this study is to examine individuals residing in Bangkok and the Metropolitan Region (including Nakhon Pathom, Nonthaburi, Pathum Thani, Samut Prakan, and Samut Sakhon) who have watched advertisements featuring pet influencers endorsing electronic home appliances within the last 6 months. A quantitative approach was used, and 213 samples were collected. As per the findings of the study, the most significant factor influencing the likelihood of customers repurchasing a product is pet celebrity endorsement, followed by brand image, content quality, and trust. However, attitude toward pet influencers has a negative impact on repurchase intention, indicating that customers with a more favorable view of pet influencers are less inclined to make a repeat purchase. It is essential to consider these factors while devising strategies to enhance customer retention and brand loyalty.