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Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention

This study aims to measure the effect of influencer characteristics, content by influencer, and trustworthiness of influencer on consumers’ purchase intention along with mediating role of brand attitude in Saudi Arabia. A cross-sectional study design was used to collect data from 260 random customer...

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Main Authors: Aggad, Kholod Khalid, Sh. Ahmad, Fauziah, Kamarudin, Suzilawati
Format: Article
Published: Eskisehir Osmangazi University 2021
Subjects:
H Social Sciences (General)
HB Economic Theory
HF Commerce
Online Access:http://eprints.utm.my/id/eprint/94488/
https://rigeo.org/submit-a-menuscript/index.php/submission/article/download/1691/1320
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spelling my.utm.944882022-03-31T15:46:36Z http://eprints.utm.my/id/eprint/94488/ Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention Aggad, Kholod Khalid Sh. Ahmad, Fauziah Kamarudin, Suzilawati H Social Sciences (General) HB Economic Theory HF Commerce This study aims to measure the effect of influencer characteristics, content by influencer, and trustworthiness of influencer on consumers’ purchase intention along with mediating role of brand attitude in Saudi Arabia. A cross-sectional study design was used to collect data from 260 random customers from different shopping malls in Saudi Arabia. The data analysis was performed using structural equation modeling with Smart PLS. The results show that characteristics of influencer, content by influencer, and brand attitude positively affect consumers’ purchase intention. In contrast, the trustworthiness of influencer does not affect consumer purchase intention. In contrast, brand attitude mediates the relationship between content by influencer, the trustworthiness of influencer, and consumers’ purchase intention while it negatively mediates the relationship between influencer and consumers’ purchase intention. The findings of this study can support fashion brands marketers to identify the compelling social media influencer personality to promote their products to develop the brand attitude and generate maximum revenue. Eskisehir Osmangazi University 2021-02 Article PeerReviewed Aggad, Kholod Khalid and Sh. Ahmad, Fauziah and Kamarudin, Suzilawati (2021) Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention. Review of International Geographical Education Online, 11 (6). pp. 885-902. ISSN 2146-0353 https://rigeo.org/submit-a-menuscript/index.php/submission/article/download/1691/1320
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic H Social Sciences (General)
HB Economic Theory
HF Commerce
spellingShingle H Social Sciences (General)
HB Economic Theory
HF Commerce
Aggad, Kholod Khalid
Sh. Ahmad, Fauziah
Kamarudin, Suzilawati
Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
description This study aims to measure the effect of influencer characteristics, content by influencer, and trustworthiness of influencer on consumers’ purchase intention along with mediating role of brand attitude in Saudi Arabia. A cross-sectional study design was used to collect data from 260 random customers from different shopping malls in Saudi Arabia. The data analysis was performed using structural equation modeling with Smart PLS. The results show that characteristics of influencer, content by influencer, and brand attitude positively affect consumers’ purchase intention. In contrast, the trustworthiness of influencer does not affect consumer purchase intention. In contrast, brand attitude mediates the relationship between content by influencer, the trustworthiness of influencer, and consumers’ purchase intention while it negatively mediates the relationship between influencer and consumers’ purchase intention. The findings of this study can support fashion brands marketers to identify the compelling social media influencer personality to promote their products to develop the brand attitude and generate maximum revenue.
format Article
author Aggad, Kholod Khalid
Sh. Ahmad, Fauziah
Kamarudin, Suzilawati
author_facet Aggad, Kholod Khalid
Sh. Ahmad, Fauziah
Kamarudin, Suzilawati
author_sort Aggad, Kholod Khalid
title Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
title_short Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
title_full Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
title_fullStr Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
title_full_unstemmed Investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
title_sort investigating the impact of influencers’, characteristics, contents, and trustworthiness on consumers’ purchase intention
publisher Eskisehir Osmangazi University
publishDate 2021
url http://eprints.utm.my/id/eprint/94488/
https://rigeo.org/submit-a-menuscript/index.php/submission/article/download/1691/1320
_version_ 1729703179240603648
score 13.211869

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