Impact of social media influencer on instagram user purchase intention towards the fashion products: The perspectives of students

Abstract

Social media has completely revamped the way people communicate, interact and engage with each other. The most important is this platform plays a main role in facilitating greater influence. This study seeks to identify the features of social media influencers that contribute to purchase intention in the fashion industry. It adopts the Ohanian model of sources of credibility as to examine the association between trustworthiness, expertise, likability, similarity and familiarity towards Instagram users' purchase intention of fashion products. A total of 148 sample students of Universiti Malaysia Kelantan are responding to the questionnaire. Findings indicate that likability, trustworthiness and familiarity are key factors that influence Instagram users purchase intention towards fashion products. The study has implications for marketing strategy as social media influencer like Instagram has a powerful impact on effective marketing strategies.