Influences of Instagram Beauty Influencers on Consumer’s Attitude and Behaviour
Keywords:
Beauty Influencers, Instagram, Attitude, Consumer’s behaviorAbstract
This research aims to investigate the characteristics of beauty influencers on Instagram and their impact on consumer attitudes and behaviors. The data for this study was collected through online questionnaires administered to a sample of 400 female participants between the ages of 25 and 34. The findings of this study revealed that the three attributes of influencer characteristics consisting of credibility, attractiveness, parasocial interaction, had impact on consumer attitudes towards the beauty influencers. It was influencer credibility that exerted the most significant influence. Concerning influencer characteristics’ impact on consumer behaviors, only parasocial interaction was found to have influence on engagement behavior. Additionally, all three characteristics influenced consumer purchase intentions. Parasocial interaction demonstrated the most significant impact on purchase intentions. Finally, consumer attitudes towards the influencers played a significant role in shaping consumer behavior, particularly in relation to engagement and purchase intentions.
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