The Impact of Social Media Influencers on Consumer’s Purchase Intention Mediated by Attitude – Applied on Dermatology Influencers

Document Type : Original Article

Authors

1 Marketing and Innovation Department, Faculty of Economics and International Trade, Egyptian Chinese University

2 Marketing and Innovation, Faculty of Economics and International Trade

3 Faculty of Economics and International Trade, Egyptian Chinese University (ECU), Egypt

Abstract

Purpose: This study aims to understand the role of dermatology influencers (influencers promoting skin, hair, and nail products) on social media and their impact on consumers' purchase intentions, focusing on variables such as credibility, expertise, trust, and congruence.
Design/Methodology/Approach: The study examines the impact of social media influencers' (SMI) perceived credibility and congruence on purchase intention, and explores the direct and indirect relationships between these variables. A purposive sample of 210 consumers of dermatological products was surveyed, with responses measured using a 5-point Likert scale. The variables assessed include perceived credibility, congruence, attitude towards influencers, and purchase intention.
Findings: The study found no significant impact of perceived credibility or congruence on purchase intention. However, there is a positive relationship between the attitude towards influencers and purchase intention.
Research Gap: Limited research has been conducted on dermatology influencers and their impact on purchase intention, especially in Egypt.
Research Limitations: The study faced challenges in data collection and had a small sample size of 210 respondents. It focused only on Egypt, leaving room for further research in other regions.
Practical Implications: Marketers and advertisers in the dermatology industry can use these findings to better understand how influencer marketing affects purchase intentions and how attitudes toward influencers play a key role.
Managerial Implications: Companies should ensure that dermatology products promoted by influencers are approved by the Ministry of Health. Live promotion with professional doctors could enhance credibility, and more male influencers should be involved to raise awareness among male consumers.
Theoretical Implications: Researchers should further investigate the growing influence of dermatology influencers on the purchase decision-making process.
Originality/Value: This study is among the few that explore the relationship between influencers' credibility and congruence and their effect on consumer purchase intentions for dermatology products.

Keywords

Files

Share

How to cite

Statistics