| dc.description.abstract | The growth of influencer marketing continues, and companies are in the process of understanding how valuable influencer marketing can be as part of their marketing strategy. Several studies have examined how consumers react to influencer marketing. However, there is limited information about how it affects consumers' willingness to pay. This study investigates the impacts of influencer marketing characterized by consumers` perceived expertise of the influencer on consumers` perceived value, trust, and willingness to pay. An online experiment was conducted. In this experiment, 108 respondents were randomly assigned to the control group, and 101 respondents were randomly assigned to the experimental group. In both groups, Instagram users aged 16-34 were included in determining the effect of influencer marketing compared to brand advertising and its impact on willingness to pay. Analyses have been conducted to test the hypothesis. The research findings reveal that consumers` perceived expertise positively affects consumers` trust and perceived value. Additionally, consumers` perceived value also has a positive effect on WTP. Unexpectedly, the research findings reveal no effect from trust towards willingness-to-pay nor a significant impact on whether influencer marketing affects consumers` willingness to pay more than brand advertising. However, there are varying results regarding the trust towards the different influencers and brands, but the results are not clear enough to conclude with any significant difference in WTP. | |