Influence of Instagram Account Characteristics on Purchase Intention and Behavior with the Moderating Role of Opinion Leadership
Subject Areas :
Mohammad Mahmoudi Maymand
1
,
Farbod Fakhreddin
2
*
,
Hooman Amiri
3
1 -
2 -
3 -
Keywords: Instagram Opinion leadership Purchase intention Purchase behavior Purchase loyalty,
Abstract :
Influencers and opinion leaders have markedly emerged across social networks, particularly on Instagram and they are influencing consumers’ purchase behavior in various sectors, such as fashion and cosmetics which have noticeable market value in Iran. However, there are scant empirical studies regarding the effects of influencers’ account characteristics on consumers’ purchase intentions; thus, this research is among the pioneers to empirically analyze the effect of influencers’ account characteristics on consumers’ purchase intention and behavior. For data collection, an online questionnaire was employed and surveying the followers of four Instagram influencers resulted in 223 complete and usable responses. In order to ensure the validity and reliability of the measurement model, confirmatory factor analysis (CFA) was used and the paths in the structural model were analyzed through partial least squares structural equations modelling (PLS-SEM). The findings reveal that perceived originality and quality of the contents posted by Instagram influencers not only affect consumers’ purchase intention, but also indirectly affect their purchase behavior and loyalty; however, the opinion leadership doesn’t significantly moderate the relationship between purchase intention and purchase behavior and loyalty. Therefore, the findings empirically support and develop the theory of reasoned action and show that the desire to purchase a product that is formed in the context of the social network is a primary factor stimulating purchase behavior. In addition, Marketers need to be aware of the importance of quality, originality and novelty of Instagram posts to stimulate consumers’ purchase intention.
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