Digital Influencers’ Attributes and Perceived Characterizations and Their Impact on Purchase Intentions

Abstract

Research into the role of digital influencers in marketing strategies is a rapidly developing area that has attracted the interest of researchers and organizations. In recent years, organizations have become increasingly interested in using digital influencers to promote their brands and disseminate advertising messages with a high impact on their target audience. Digital influencers are beginning to be used as models for sustainable consumption behavior (for example in the fashion, food, and health sectors) by promoting environmental and sustainable values. By promoting sustainable content and disseminating messages of environmental awareness, digital influencers can help achieve the Sustainable Development Goals (SDGs). This study aims to identify the attributes (attitude homophily, physical attractiveness, and social attractiveness) and perceived characterizations (trustworthiness, perceived expertise, and parasocial relationship) of digital influencers and their impact on purchase intention among a sample of Portuguese consumers. It also aims to identify the most relevant types of digital influencers according to their areas of influence (fashion, sports, beauty, and cinema/TV/music) and their impact on purchase intention. For data collection, an online questionnaire was developed and administered to a non-probabilistic convenience sample. Only respondents who had experience purchasing a product or service after watching a YouTuber’s advertisement (screening question) or following or searching for a digital influencer could complete the questionnaire. A total of 243 valid questionnaires were received. The main findings are that the attributes and perceived characterizations of digital influencers have a positive and significant impact on purchase intention. It was also found that digital influencers can enhance shopping experience and credibility, which has a strong impact on consumers’ purchase intentions. In terms of sector, the data show that the most important influencer in the ‘Fashion’ sector is Helena Coelho, in the ‘Sports’ sector is Cristiano Ronaldo, in the ‘Beauty’ sector is Sara Sampaio, and in the ‘Music, TV, Cinema’ sector is Ricardo Araújo Pereira. This study can help companies use digital influencers more effectively in their digital marketing strategies, as credibility, experience, and parasocial relationships have a strong impact on consumers’ purchase intention.

The Effect of Trustworthiness to Increase Brand Trust and Purchase Intention on Social Media Promotion based on Theory of Persuasion in Generation Z

“…Social Attractiveness on Trustworthiness (H4a) has a P value of 0.020, a C.R value of 2.331 and an estimate value of 0.399, which means that social attractiveness on Trustworthiness has a positive significant relationship. This supports previous research in this study (Pereira et al, 2023) This study has a positive influence on the social attractiveness and trustworthiness of digital influencers. The results of this study also support previous research (Ert & Fleischer, 2020)This study has a significant positive effect on influencing perceptions of trust both directly and indirectly through perceived attractiveness, which is highly correlated with trust.…”

“…This research has a positive influence on the social attractiveness and trustworthiness of digital influencers(Pereira et al, 2023). Has a significant positive influence on influencing perceived trust both directly and indirectly through perceived attractiveness, which is highly correlated with trust(Ert & Fleischer, 2020).The same thing is found that in this research study attractiveness has a positive effect on trust in Arabic restaurants(Leung et al, 2022).…”

The Role of Influencer Marketing in Building Authentic Brand Relationships Online

“…Public backlash or negative publicity can occur if an influencer's actions or statements conflict with brand values. Brands should mitigate this risk by having contingency plans in place, including a crisis communication strategy, to address any unforeseen issues swiftly and effectively [2,4,20].…”

“…The evolution of influencer marketing can be traced to the rise of social media platforms, such as Instagram, YouTube, and TikTok, which provided a stage for individuals to build substantial online followings. Brands soon recognized the potential of collaborating with these influencers to authentically connect with their target demographics [1,2].…”

“…In the digital age, influencer marketing has become increasingly important for several reasons [2,8] such as: (1) Authenticity and Trust: Influencers are often seen as more authentic and trustworthy sources of information and recommendations than traditional advertisements. Audiences often perceive influencers as peers or experts in their niches, leading to a higher level of trust in their endorsements.…”