Influencer Marketing and Parental Decision-Making: An Empirical Study of Trust and Purchase Intention in the Childcare Market

Abstract

In a market where childcare products are highly demanded by parents, successful marketing strategies exist through media and as Influencer marketing approaches continue to grow rapidly and become more common, this means that Influencers are a great resource for getting parents to buy products like toys, clothing, etc., for their child, but sometimes its a problem if people think that Influencers are not sharing honest opinions. When working with Influencers to promote their products, child care providers have an obligation to provide reliable information to parents to build and sustain their trust and to find out who each of the child care providers will be and if the child care providers are trustworthy and they can trust that the influencer they are working with has been interested in promoting the child's well-being since before they had children and not just to help the company make money through sponsorship fees that they will no longer pay to those companies after they have spent their money making a purchase. 

This research looks globally at how parental perceptions of the impact of Influencer marketing on their purchase decisions when buying products for their children are defined by each parent, based on how much they value the ability of Influencers to help them make informed purchasing decisions about products to purchase for their child. The study utilized a survey approach to measure the impact of Influencers on individual parent's decision-making process and parental perceptions of how Influencer Marketing influences and impacts parent behavior.