TY - GEN
T1 - The Impact of Influencers’ Credibility on the Purchase Decision
AU - Gutierrez-Aguilar, O.
AU - Valdivia-Cornejo, R.
AU - Vera-Paredes, G.
AU - Vizcarra-Cardenas, G.
AU - Delgado-Delgado, F.
AU - Chicaña-Huanca, S.
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - Attractiveness
KW - degree of expertise
KW - identification with values
KW - influencers
KW - purchase intention
KW - reliability
UR - http://www.scopus.com/inward/record.url?scp=85202208917&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-67431-0_18
DO - 10.1007/978-3-031-67431-0_18
M3 - Conference contribution
AN - SCOPUS:85202208917
SN - 9783031674303
T3 - Lecture Notes in Networks and Systems
SP - 189
EP - 199
BT - Navigating the Technological Tide
A2 - Alareeni, Bahaaeddin
A2 - Hamdan, Allam
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Business and Technology, ICBT 2024
Y2 - 19 April 2024 through 20 April 2024
ER -