The effect of social media influencers’ credibility on consumer’s purchase intentions through attitude toward advertisement

Abstract

People incorporate and use the internet in their lives in line with the development of technology. Facebook, Twitter, Instagram, which are especially defined as social media (SM) tools, are among the daily routines of people. Thus, a great transformation has occurred in the SM advertising industry. Social media influencers (SMI) emerged as a result of facilitating communication on SM. Unlike other studies mostly evaluated over celebrities and no detailed on how SMI affects consumers purchasing behavior through advertisement, this study shows how the SMI affects consumer purchasing behavior by considering the sample size and for the first time conducted with a survey to fill the gap in the field. This study was an attempt to explore the effects of the influencers used as product supplements in advertisements in SM tools on consumers' advertisements and purchasing intentions. Stimulatingly, this study explore how SMI’s credibility effects customer purchase intention through advertisements. In line with this, Structural Equation Modeling (SEM) was used to clarify the model and to test hypotheses. Results show that the trustworthiness, expertise, and attractiveness of the influencer have a positive effect on the attitude towards the advertisement, while the attitude towards the advertisement had no effect on the purchase intention. These results might be guideway for businesses to pay more attention to the SMI attracting the consumer's attention, having sufficient equipment about the subject and how gaining the trust of the consumer through SMI.

Endorsement of “Blue Tick” Celebgram: A New Phenomenon of Marketing Strategies Increasing Product Sales (Case Study on Instagram Account @avoskin)

“…Here are some names of influencers (celebgrams) who have collaborated, namely endorsements with Avoskin's Instagram account: have not been verified. In their research, Kim dan Jeong in (Ata et al, 2022) argued whether the use of influencers would be more effective in determining consumer attitudes towards advertising, and it was found that influencers were known to be more attractive than celebrities in the world of advertising through their social media.…”

“…In Their Study, (Ata et al, 2022) said that unlike celebrities in general, influencers succeed in influencing consumers as representatives of a brand or product. They also evaluated that the impact and ability of influencers on advertising depends more on their popularity and does not need a fit between the product and their influencer.…”

“…If referring to the results of the study conducted by (Ata et al, 2022), several reasons can be concluded that make Avoskin prioritize celebgrams with blue ticks to endorse, including:…”

“…On online channels, a person can express their feelings and thoughts about a product, service, and brand at the same time without restrictions, therefore one will determine the trust in a product or service to refuse or accept the information submitted. When someone thinks that the information they get comes from sources or uploads made by influencers they follow and trust on social media, then they will believe and assume that the information will be useful for them (Ata et al, 2022).…”

“…Hwang in (Ata et al, 2022) argues that the quality of the content and the perceived similarity contribute to increasing trust. When consumers consider an influencer reliable, likely, the message conveyed by the influencer about a product or a service will be able to change consumer attitudes and trust.…”