The Impact of Influencers’ Credibility on the Purchase Decision

O. Gutierrez-Aguilar, R. Valdivia-Cornejo, G. Vera-Paredes, G. Vizcarra-Cardenas, F. Delgado-Delgado, S. Chicaña-Huanca

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The objective of the research was to establish significant relationships between the predictors of purchase decisions by influencers, such as attractiveness, reliability, expertise level, and value alignment. The methodology employed for the study was non-experimental research; a questionnaire was applied to a random sample of 198 students (n = 23; α= 0.940 ω = 0.940), utilising tests of validity and reliability and exploratory factorial analysis-structural equation modelling based on covariance (CB-SEM). The study evidenced that the alignment of values between the consumer and the brand is essential to influencing the purchase decision. When consumers are more aware of ethical and environmental aspects, brands that resonate with these values have a clear advantage in the market. Companies must recognise and align with this trend to ensure their success and relevance in the future. It is concluded that when an influencer reflects values aligned with those of their audience, their impact on the purchase intention is significantly greater. Brands must, therefore, collaborate with influencers who genuinely represent and resonate with their values to maximise their influence in the market.

Original languageEnglish
Title of host publicationNavigating the Technological Tide
Subtitle of host publicationThe Evolution and Challenges of Business Model Innovation - Proceedings of the International Conference on Business and Technology ICBT2024
EditorsBahaaeddin Alareeni, Allam Hamdan
PublisherSpringer Science and Business Media Deutschland GmbH
Pages189-199
Number of pages11
ISBN (Print)9783031674303
DOIs
StatePublished - 2024
EventInternational Conference on Business and Technology, ICBT 2024 - Cambridge, United Kingdom
Duration: 19 Apr 202420 Apr 2024

Publication series

NameLecture Notes in Networks and Systems
Volume1083 LNNS
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Conference

ConferenceInternational Conference on Business and Technology, ICBT 2024
Country/TerritoryUnited Kingdom
CityCambridge
Period19/04/2420/04/24

Keywords

  • Attractiveness
  • degree of expertise
  • identification with values
  • influencers
  • purchase intention
  • reliability

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