Influencers credibility on Instagram and its impacts on generation z's purchase intention

Abstract

Purpose – The aim of the present research study consists on understanding the impact of Instagram influencers on Generation Z purchasing intention. Their behaviors and perceptions are therefore strongly influenced by the information disseminated on the different platforms at each stage of the decision-making process. Design/methodology/approach – A conceptual framework explains online purchasing intentions determinants, and is reflected through influencers’ model and roles in enhancing such actions. Collected data makes it possible to confirm or refute the hypotheses formulated beforehand. The survey method allowed collecting 231 questionnaires. Findings – Research variables explain Generation Z intention for purchasing products endorsed by Instagram influencers. In other words, credibility, trust, physical attractiveness and parasocial interaction of influencers are the main determinants that impact positively followers’ purchase intention. Research limitations– Research findings are more valuable if interviews with influencers were undertaken before the quantitative approach. Such approach could, possibly, impregnate the research investigation from a cultural and Lebanese context. Practical implications – As far as followers trust the credibility of an influencer, Generation Z members will be tempted by a purchasing intention. Such intention is complemented by a product’s physical attractiveness and the image it conveys with the influencer’s personality. Moreover, online interaction consolidates degrees of proximity and leads for transparency and accuracy for proceeding with purchases on Instagram platform. Originality/value – Social media has changed the way content is created, distributed and still continues to evolve digital marketing. Influencer marketing roles and their intrinsic characteristics play an essential role in the success of an online marketing strategy.