Vol. 10 No. 2 (2022): Business & Management Studies: An International Journal
Articles

The effect of Instagram influencers’ characteristics on attitude towards the brand and purchase intention

Abdullah Abbas Ali ALİ
Graduate of MBA, Karabuk University, Karabuk. Turkey
Bio
Volkan TEMİZKAN
Assist. Prof. Dr., Karabuk University, Turkey
Bio

Published 2022-06-25

Keywords

  • Sosyal Medya Pazarlaması, Fenomen Pazarlama, Tutum, Satın Alma Niyeti
  • Social Media Marketing, Influencer Marketing, Attitude, Purchase Intentions

How to Cite

ALİ, A. A. A., & TEMİZKAN, V. (2022). The effect of Instagram influencers’ characteristics on attitude towards the brand and purchase intention. Business &Amp; Management Studies: An International Journal, 10(2), 740–756. https://doi.org/10.15295/bmij.v10i2.2062

Abstract

Today, as consumers spend more time on social media, the impact of social media influencers on their followers grows. This study examined the effects of Instagram influencers' attractiveness, trustworthiness and expertise on the attitude and intent to purchase the brand they promote. The research population comprises Karabuk University students who follow at least one Instagram influencer promoting products. Using structural equation modelling, 343 data collected from this population via convenient sampling were analyzed. According to the analysis results, the trustworthiness and expertise of the influencer had a positive and significant effect on the attitude towards the brand that the influencer promoted. Furthermore, observations indicate that the attractiveness of the influencer and the attitude toward the brand has a significant and positive impact on the purchase intent for the brand. For this reason, advertisers should be cautious when selecting the influencers they will use to create a brand attitude, opting for those who are perceived as experts and trustworthy in their respective fields. They may prefer to collaborate with attractive influencers to generate purchase intentions.

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