I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention
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Abstract
This study explores the influence of social media influencers on consumer purchase intention, with a particular emphasis on Erigo Fashion Company. As digital marketing continues to evolve, influencer credibility defined by factors such as trustworthiness, attractiveness, and expertise assumes a pivotal role in shaping brand perceptions and influencing purchase intention. A quantitative research approach was employed, entailing the distribution of an online questionnaire to Erigo consumers. The collected data underwent rigorous analysis using Structural Equation Modeling (SEM-PLS). The findings indicate that influencer expertise exerts the most substantial influence on purchase intention, followed by trustworthiness and attractiveness. Additionally, brand attitude functions as a mediating factor. The results underscore the importance of selecting credible influencers to enhance consumer trust. Businesses can leverage these insights to optimize their marketing strategies and drive sales growth. Future research should explore industry-specific variations and examine additional influencer credibility factors, such as integrity and transparency, to achieve a more comprehensive understanding of consumer behavior of purchase intention.
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References
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Bowling, N. A., et al. (2004). Explaining potential antecedents of workplace social support. Journal of Occupational Health Psychology, 9(4), 339. https://doi.org/10.1037/1076-8998.9.4.339
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Casaló, L. V., et al. (2020). Influencers on Instagram. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2019.11.062
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Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.009
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
Freberg, K., et al. (2011). Who are the social media influencers? Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.007
Ghosh, P., Dasgupta, D., & Ghosh, D. (1990). Retail management.
Hair, J. F., & Hult, G. T. M. (2021). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.
Hakim, C. (2010). Erotic capital. European Sociological Review, 26(5), 499–518. https://doi.org/10.1093/esr/jcq020
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Hovland, C.I., et al. (1953). Communication and Persuasion. Yale University Press.
Hussain, A., & Ali, Z. (2021). Examining the impact of social media influencer’s credibility dimensions on consumer behavior. In Master Programme in Business Administration (MBA): Business Management Master Thesis in Business Administration, University of Gavle.
Huang, Y.C., et al. (2011). Decision-Making in Online Auctions. Management Decision, 49(5), 784–800. https://doi.org/10.1108/00251741111139632
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Kramer, T., et al. (2012). The effect of a no-pain, no-gain lay theory on product efficacy perceptions. Marketing Letters, 23(3), 517–529. https://doi.org/10.1007/s11002-012-9173-6
Kotler, P., et al. (2001). Marketing management. Soldering & Surface Mount Technology, 13(3).
Lane, V., & Jacobson, R. (1995). Stock market reactions to brand extension announcements. The Journal of Marketing, 59(1), 63–77. https://doi.org/10.2307/1252106
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2019.1570474
Lu, L.C., Chang, W.P. and Chang, H.H. (2014), “Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: the effect of sponsorship type, product type, and brand awareness”, Computers in Human Behavior, Pergamon, Vol. 34, pp. 258-266. https://doi.org/10.1016/j.chb.2014.02.007
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482.
Masuda, H., et al. (2022). Impacts of influencer attributes on purchase intentions. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
Murphy, S.T., & Zajonc, R.B. (1993). Affect, cognition, and awareness: affective priming. Journal of Personality and Social Psychology, 64(5), 723. https://doi.org/10.1037/0022-3514.64.5.723
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008. https://doi.org/10.1016/j.digbus.2021.100008
Naszariah, R., et al. (2021). An Overview Of Online Purchase Intention Of Halal Cosmetic Product. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7674–7681.
Ohanian, R. (1990), “Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness”, Journal of Advertising, Vol. 19 No. 3, pp. 39-52. https://doi.org/10.1080/00913367.1990.10673191
Ohanian, R. (1991). The impact of celebrity spokesperson’s perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–52. https://doi.org/10.2501/JAR-31-1-46-52
Olson, J.C., & Mitchell, A.A. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising & Society Review, 1(1).
Opreana A., & Vinerean S. (2015). A new development in online marketing. Expert Journal of Marketing, 3(1), 29–34.
Patel, P., & Basil, M. (2017). The effects of celebrity attractiveness and identification on advertising interest. In N. Krey & P. Rossi (Eds.), Back to the future: Using marketing basics to provide customer value. AMSAC 2017. Developments in marketing science: Proceedings of the academy of marketing science (pp. 579–589). Springer
Pentina, I., et al. (2018). Exploring social media engagement behaviors. Journal of Advertising, 47(1), 55–69. https://doi.org/10.1080/00913367.2017.1413915
Pham, T. M. L., & Nguyen, T. V. (2015). The Effect of Celebrity Endorsement in Advertising on Consumer Attitude. Journal of Economics and Development, 215, 76–86.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia.
Raza, M.A., et al. (2014). The determinants of purchase intention towards counterfeit mobile phones. Journal of Public Administration and Governance, 4(3), 1.
Scott, D.M. (2015). The New Rules of Marketing and PR, 5th Ed. Wiley.
Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-02-2020-0076
Shimp, T.A., Terence A., & Shimp, (2003). Advertising, promotion & supplemental aspects of integrated marketing communications
Sugiyono. (2013)‘Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D’, Bandung: Alfabeta.
Susanti, A. A. (2017). Pengaruh Price Display terhadap Persepsi Luxury Brand Attitude. Centro Solo Paragon Mall Surakarta, 4, 9–15.
Thorne, L. (2008). Word-of-Mouth Advertising, Online and off. Atlantic Publishing Company.
Till, B. D., & Busler, M. (2000). The Match-up Hypothesis. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613
Van der Waldt, D., M Van Loggerenberg, M., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: a survey among students. South African Journal of Economic and Management Sciences, 12(1), 100–114. https://doi.org/10.4102/sajems.v12i1.263
Weismueller, J., et al. (2020). Influencer endorsements. Australasian Marketing Journal, 28(4), 160–170.
Alrwashdeh, M., et al. (2020). Data to model the effects of perceived telecommunication service quality. Data in Brief, 28, 104981. https://doi.org/10.1016/j.dib.2020.104981
Ali Soomro, Y., et al. (2021). The Impact of Guerrilla Marketing on Brand Image. Journal of Asian Finance, Economics and Business, 8(4), 917–0928. https://doi.org/10.13106/jafeb.2021.vol8.no4.917
Bianchi, C., et al. (2017). Consumer intentions to engage in S-commerce: a cross-national study. Journal of Marketing Management, 33(5/6), 464–494. https://doi.org/10.1080/0267257X.2017.1286701
Bowling, N. A., et al. (2004). Explaining potential antecedents of workplace social support. Journal of Occupational Health Psychology, 9(4), 339. https://doi.org/10.1037/1076-8998.9.4.339
Carroll, A. (2008). Brand communications in fashion categories using celebrity endorsement. Journal of Brand Management, 17(2), 146–158. https://doi.org/10.1057/palgrave.bm.2550109
Casaló, L. V., et al. (2020). Influencers on Instagram. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2019.11.062
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4). https://doi.org/10.31014/aior.1992.03.04.307
Chetioui, Y., et al. (2020). How Fashion Influencers Contribute to Consumers’ Purchase Intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-03-2020-0127
Erdogan, B.Z. (1999). Celebrity endorsement: a literature review. Journal of Marketing Management, 15(4), 291–314. https://doi.org/10.1362/026725799784870379
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271–285. https://doi.org/10.1016/j.ijhm.2018.05.009
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
Freberg, K., et al. (2011). Who are the social media influencers? Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.007
Ghosh, P., Dasgupta, D., & Ghosh, D. (1990). Retail management.
Hair, J. F., & Hult, G. T. M. (2021). Classroom Companion: Business Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.
Hakim, C. (2010). Erotic capital. European Sociological Review, 26(5), 499–518. https://doi.org/10.1093/esr/jcq020
Hmoud, H., et al. (2022). The effects of social media attributes on customer purchase intention. International Journal of Data and Network Science, 6(4), 1543–1556. https://doi.org/10.5267/j.ijdns.2022.3.001
Hovland, C.I., et al. (1953). Communication and Persuasion. Yale University Press.
Hussain, A., & Ali, Z. (2021). Examining the impact of social media influencer’s credibility dimensions on consumer behavior. In Master Programme in Business Administration (MBA): Business Management Master Thesis in Business Administration, University of Gavle.
Huang, Y.C., et al. (2011). Decision-Making in Online Auctions. Management Decision, 49(5), 784–800. https://doi.org/10.1108/00251741111139632
Ki, C. W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133. https://doi.org/10.1016/j.jretconser.2020.102133
Kim, H., & Park, M. (2023). Virtual influencers’ attractiveness effect on purchase intention: A moderated mediation model of the Product–Endorser fit with the brand. Computers in Human Behavior, 143, 107703. https://doi.org/10.1016/j.chb.2023.107703
Kramer, T., et al. (2012). The effect of a no-pain, no-gain lay theory on product efficacy perceptions. Marketing Letters, 23(3), 517–529. https://doi.org/10.1007/s11002-012-9173-6
Kotler, P., et al. (2001). Marketing management. Soldering & Surface Mount Technology, 13(3).
Lane, V., & Jacobson, R. (1995). Stock market reactions to brand extension announcements. The Journal of Marketing, 59(1), 63–77. https://doi.org/10.2307/1252106
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2019.1570474
Lu, L.C., Chang, W.P. and Chang, H.H. (2014), “Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: the effect of sponsorship type, product type, and brand awareness”, Computers in Human Behavior, Pergamon, Vol. 34, pp. 258-266. https://doi.org/10.1016/j.chb.2014.02.007
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482.
Masuda, H., et al. (2022). Impacts of influencer attributes on purchase intentions. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
Murphy, S.T., & Zajonc, R.B. (1993). Affect, cognition, and awareness: affective priming. Journal of Personality and Social Psychology, 64(5), 723. https://doi.org/10.1037/0022-3514.64.5.723
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008. https://doi.org/10.1016/j.digbus.2021.100008
Naszariah, R., et al. (2021). An Overview Of Online Purchase Intention Of Halal Cosmetic Product. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(10), 7674–7681.
Ohanian, R. (1990), “Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness”, Journal of Advertising, Vol. 19 No. 3, pp. 39-52. https://doi.org/10.1080/00913367.1990.10673191
Ohanian, R. (1991). The impact of celebrity spokesperson’s perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46–52. https://doi.org/10.2501/JAR-31-1-46-52
Olson, J.C., & Mitchell, A.A. (2000). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising & Society Review, 1(1).
Opreana A., & Vinerean S. (2015). A new development in online marketing. Expert Journal of Marketing, 3(1), 29–34.
Patel, P., & Basil, M. (2017). The effects of celebrity attractiveness and identification on advertising interest. In N. Krey & P. Rossi (Eds.), Back to the future: Using marketing basics to provide customer value. AMSAC 2017. Developments in marketing science: Proceedings of the academy of marketing science (pp. 579–589). Springer
Pentina, I., et al. (2018). Exploring social media engagement behaviors. Journal of Advertising, 47(1), 55–69. https://doi.org/10.1080/00913367.2017.1413915
Pham, T. M. L., & Nguyen, T. V. (2015). The Effect of Celebrity Endorsement in Advertising on Consumer Attitude. Journal of Economics and Development, 215, 76–86.
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia.
Raza, M.A., et al. (2014). The determinants of purchase intention towards counterfeit mobile phones. Journal of Public Administration and Governance, 4(3), 1.
Scott, D.M. (2015). The New Rules of Marketing and PR, 5th Ed. Wiley.
Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-02-2020-0076
Shimp, T.A., Terence A., & Shimp, (2003). Advertising, promotion & supplemental aspects of integrated marketing communications
Sugiyono. (2013)‘Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D’, Bandung: Alfabeta.
Susanti, A. A. (2017). Pengaruh Price Display terhadap Persepsi Luxury Brand Attitude. Centro Solo Paragon Mall Surakarta, 4, 9–15.
Thorne, L. (2008). Word-of-Mouth Advertising, Online and off. Atlantic Publishing Company.
Till, B. D., & Busler, M. (2000). The Match-up Hypothesis. Journal of Advertising, 29(3), 1–13. https://doi.org/10.1080/00913367.2000.10673613
Van der Waldt, D., M Van Loggerenberg, M., & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: a survey among students. South African Journal of Economic and Management Sciences, 12(1), 100–114. https://doi.org/10.4102/sajems.v12i1.263
Weismueller, J., et al. (2020). Influencer endorsements. Australasian Marketing Journal, 28(4), 160–170.