Investigating the Impact of Influencers Content Value on Followers Purchase Intentions: An Application on Youtube Influencers in Developing Countries

Abstract

The purpose of this study is to investigate the impact that different content value dimensions have on the purchase intentions of people who follow YouTube influencers in Egypt. Due to the fact that the issue of influencer marketing is still relatively new, especially in less developed nations. In the field of influencer marketing, a conceptual model was established. This model is based on the theory of consumption values as well as the theory of advertising values, which were found in the previous literature. An online questionnaire was used to gather data from 749 respondents in Egypt. This helped researchers validate their study hypotheses and test the conceptual model they had developed. For the purpose of doing the data analysis, the partial least square structural equation modelling (PLS-SEM) technique was used. According to the research, the purchase intention of followers is affected by the entertainment value, the functional value, and the social value of the content. However, the value of informativeness had no effect on the followers' intention to make a purchase. This post makes a contribution by giving the influencer content value dimensions that impact followers' purchase intention in Egypt. Additionally, the article offers some tips for influencer marketing on YouTube.