Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

Abstract

Fashion influencers are a new phenomenon and profession to which many young individuals may currently aspire; such is its impact in the digital and online world. Hence, the article serves an upcoming group of fashion-influencers-to-be, as well as firms that seek the help of such professionals. This study aimed to test the mediating role of the attitude toward influencers in the relation between, on the one hand, perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, and attractiveness, and, on the other hand, purchase intention. Path analysis was used to test a conceptual model in which attitude toward influencers mediates the relation between perceived credibility, trustworthiness, perceived expertise, likeability, similarity, familiarity, attractiveness, and purchase intention. Among the seven components, the association between perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity, on the one hand, and purchase intention, on the other, was completely and significantly mediated through attitudes toward influencers. It was found that the attitude toward the influencer determines the purchase intent; this attitude is, in turn, conditioned by the competence, the resemblance, and the proximity that the consumer perceives in the influencer. Thus, to lead the consumer to buy a certain product, influencers must pay attention to perceived credibility, trustworthiness, perceived expertise, similarity, and familiarity with the product (or service).

Impact of fashion influencers on consumers' purchase intentions: theory of planned behaviour and mediation of attitude

“…Thus, the model partially supported H8. There is some difference with the prior research findings of Magano et al (2022), in which trustworthiness was fully mediated by the attitude toward fashion influencers on purchase intentions. Kim et al (2013) shows mediating effect of customers' subjective norm on behavioural intention through attitude towards behaviour and concluded it is fully mediated by attitude.…”

Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia

“…Purchase intention was assessed through 3-item measures from Jamil et al (2023). The survey of Magano et al (2022) was adapted to measure familiarity (2 items), trustworthiness (3 items), expertise (3 items), attractiveness (3 items), similarity (4 items) and likability (4 items). We conducted the analyses involving descriptive analysis to understand information concerning respondents, a reliability test to assess data consistency, and multiple regression analysis to determine the effects of independent variables on dependent variables using the Statistical Package for the Social Sciences (SPSS).…”

“…Familiarity refers to the extent to which a customer is acquainted with or has developed experiences with a particular product or service over a period of time (Magano et al, 2022). Familiarity can significantly influence consumer decision-making processes as customers frequently select the products or services they are familiar with due to perceiving them as less risky and trusting.…”

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

“…The existing literature on the influential drivers of intention to purchase products or brands endorsed by SMIs relied on variance-based techniques with linear and symmetric assumptions such as multiple regression analysis and partial least squares (PLS) (e.g., Filieri et al, 2023;Mabkhot et al, 2022;Magano et al, 2022;Weismueller et al, 2020).…”

“…The existing literature on the influential drivers of intention to purchase products or brands endorsed by SMIs relied on variance‐based techniques with linear and symmetric assumptions such as multiple regression analysis and partial least squares (PLS) (e.g., Filieri et al, 2023; Mabkhot et al, 2022; Magano et al, 2022; Weismueller et al, 2020). Several scholars have highlighted that adopting a symmetrical approach results in an incomplete picture of the relationships (e.g., Dul, 2016; Fiss, 2011; Olya, 2023).…”