Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan
ISSN: 0368-492X
Article publication date: 17 January 2022
Issue publication date: 5 May 2023
Abstract
Purpose
The purpose of this study is to present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions. The primary goal of this article is to assess the effect of DIs on customer purchase intentions via the creation of an integrated knowledge-based system (KBS).
Design/methodology/approach
The suggested KBS is based on the fuzzy analytic hierarchy process (AHP), which creates a link between DI elements and their overall effect on consumer purchase intentions.
Findings
With the help of a KBS, the performance of DIs may be evaluated. It demonstrates the link between choices connected to factors and decision criteria of various variables, demonstrating the beneficial effect of DIs in molding customer purchase intentions in the organic skincare industry.
Practical implications
The proposed KBS would aid marketing managers and decision makers in assessing the effect of DIs on customer purchase intentions. This research would also give decision makers with extensive information on influencer marketing and crucial elements that have a significant effect on customer purchase intentions.
Originality/value
This is the first research to employ the fuzzy AHP methodology and KBS in relation to influencers' effect. No prior research has targeted the organic skincare industry to assess the effect of Internet influencers on consumer purchase intentions. Furthermore, the KBS offers a holistic and complete way to studying influencers' effect on cost per impression (CPI) by establishing a linkage between choices and decision criteria.
Keywords
Acknowledgements
The authors want to acknowledge the support and extensive cooperation of two professionals who were vital for completing this paper. Dr. Syed Imran Zaman, Assistant professor at Jinnah University, was tremendous support and guided in helping and motivating us to push the envelope and adapt new and novel methods in business. He was a constant support in the reporting phase and assisted in the entire publication process. He introduced us to Dr. Sharfuddin, Assistant Professor, Industrial System Engineering Department, University of Regina, Saskatchewan – Canada. Dr. Sharfuddin was an outstanding professional who helped us learn and practice the FIS method through MATLAB. Without his help and support, this paper would not be possible. The authors want to acknowledge their contribution and thank them for all their support. This paper is part of PhD dissertation being written by Sherbaz Khan.
Citation
Khan, S., Rashid, A., Rasheed, R. and Amirah, N.A. (2023), "Designing a knowledge-based system (KBS) to study consumer purchase intention: the impact of digital influencers in Pakistan", Kybernetes, Vol. 52 No. 5, pp. 1720-1744. https://doi.org/10.1108/K-06-2021-0497
Publisher
:Emerald Publishing Limited
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