Digital Influencers: Shaping Our Brand Choices and Purchase Intentions? A Moderation by Gender Perspective

Abstract

This study evaluates the efficacy of digital influencers in brand endorsement through electronic Word-of-Mouth (eWOM). It probes the influence of perceived influence, brand engagement, and expected brand value on purchase intention and the potential moderation of these by gender roles. The study, analyzing responses from 197 participants via a Structural Equation Model (SEM) with SmartPLS, reveals interesting findings. The perceived influence is found to positively and significantly affect both brand engagement and expected brand value. However, brand engagement did not significantly affect expected brand value. Both brand engagement and expected brand value positively impacted purchase intention. However, perceived influence and gender interactions with brand engagement, perceived influence, and expected brand value do not significantly affect purchase intention. These findings can aid fashion industry companies in strategizing their collaborations with Instagram micro-influencers to enhance brand engagement, expected brand value, and purchase intention.