Social Media Engagement and Purchase Intentions: The Role of Influencer Attributes

Abstract

This particular research endeavor is directed towards the precise identification and determination of the key attributes possessed by individuals who hold significant influence on social media platforms. These attributes have been found to exert a considerable impact on the level of engagement that consumers have with socisal sources, as well as their intention to make a purchase through these media channels. A total of eight distinct characteristics have been discovered through this research, and it has been revealed that each of these characteristics directly influences the success of social media influencers in shaping public mentality and the development of mindset. These identified characteristics include homophily, knowledge, credibility, trustworthiness, congruence with the product, entertainment value, educational value, and attractiveness. Among the vast array of factors that were considered in this study, it was determined that the entertainment value associated with social media influencers demonstrated the strongest correlation with customer engagement. This correlation can be observed both directly and indirectly, as external and internal effects play a role in influencing customer engagement. Furthermore, the findings of this investigation also showed that, out of all the aforementioned traits, the credibility of the influencer had the greatest impact on the willingness of customers to make a purchase. In addition to contributing to the field of influencer marketing research, this study proposes a unique and innovative methodology. This methodology is based on the empirical characterization of the directions of interactions and the magnitude of their respective effects. The ultimate goal of this methodology is to minimize variability and provide a more comprehensive understanding of the influence that social media influencers have on consumer behavior. By employing such a methodology, researchers can gain valuable insights into the dynamics of influencer marketing and develop strategies to optimize its effectiveness.