Impact of Social Media Advertising and Influencer Marketing on Plant-Based Dairy Alternative Purchase Intention: A Case of Highly Vegetarian Indian States

Abstract

This study aims to understand the relationship between social media advertising, influencer marketing, and key motivational factors such as health motivation, environmental consciousness, and animal welfare in the adoption of plant-based dairy alternatives by consumers from the four highest Indian vegetarian states i.e. Haryana, Rajasthan, Gujrat and Punjab. The study utilises SmartPLS-SEM 4.0 to analyse the data where, reliability and validity of constructs were measured through factor loading, cronbach alpha, composite reliability and average variance extracted (AVE) assessments. Social media advertising emerges as a potent influencer, positively impacting health motivation, environmental consciousness, and purchase intention. Conversely, influencer marketing exhibits a comprehensive influence, affecting health motivation, environmental consciousness, animal welfare, and purchase intention. Mediation analysis divulges the nuanced roles of health motivation, environmental consciousness, and animal welfare in shaping the relationships.