The Factors Affecting the Influence of Instagram Fashion Influencers on Their Followers' Purchase Intention and the Moderating Role of Fashion Involvement

Özet

Purpose - This study aims to explore the Instagram fashion influencers' credibility (trustworthiness, expertise, attractiveness, and similarity) and the value of their messages (informative and entertaining content) effect on the purchase intention of their followers as well as the moderating role of fashion involvement over this relationships.
Design/ methodology/approach - The data was collected using a cross-sectional survey. The study utilized a convenience sampling method. The questionnaire was disseminated online, and data was gathered from 210 active followers of fashion influencers on Instagram.
Findings - Key findings indicate that attractiveness and informative value are the most critical dimensions as they significantly predict purchase intention. Trustworthiness and expertise also play important roles, while the effect of similarity and entertainment value disappears as they are overshadowed by other factors. Furthermore, fashion involvement significantly moderates the impact of informative value, indicating that this factor have a higher impact on the participants with high fashion involvement.
Discussion - The research findings provide valuable insights for marketers and influencers operating in the fashion industry. They emphasize the need to build trust, demonstrate expertise, and create valuable content to drive consumer behavior effectively, as well as the benefit of dividing the market in terms of fashion involvement in how to treat each segment.