Research Data - Digital Influencers and the Impact on Brand Purchase Intentions and Engagement Behavior of Pregnant and Lactating Women
Description
In this file, the raw data resulting from the data collection with respondents of the study titled: Digital Influencers and the Impact on Brand Purchase Intentions and Engagement Behavior of Pregnant and Lactating Women is available. Abstract Digital influencers have established themselves in the marketing context, promoting brands and disseminating information across various demographics. This study analyzed the impact of these influencers on brand purchase intentions and the engagement behavior of pregnant and lactating women. A quantitative approach with a survey method was adopted, with a sample of 395 participants. Descriptive and inferential statistical analysis included structural equation modeling (SEM). The results indicate a positive influence on both purchase intentions and brand engagement in self-concept and perceived brand value, as well as on the engagement behavior of women with influencer posts. It was also observed that brand engagement in self-concept influences expected brand value and affects engagement behavior, although no evidence was found that it impacts purchase intentions. Regarding expected brand value, its influence on the purchase decisions of promoted brands was noted, but the relationship with engagement behavior did not show significance. This study offers valuable insights for marketing strategies aimed at pregnant and lactating women, a group that requires special attention due to the physiological and emotional developments characterizing this life stage. Keywords: Digital influencers, Pregnant and lactating women, Purchase intention, Engagement behavior