Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry

Abstract

Purpose This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan. Design/methodology/approach The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate. Findings The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI. Research limitations/implications This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform. Practical implications The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research. Social implications Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective. Originality/value This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.

Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

“…Regarding digital influencers, attractiveness was identified as one of the relevant attributes that influences elements such as brand image, brand satisfaction, brand trust, and purchase intention [39]. In addition, attractiveness has an impact on online engagement and purchase intention [58] and positively predicts attitudes toward the influencer, wordof-mouth, and purchase intentions [14]. Moreover, Liu et al [59] found that attractiveness is indeed an important factor affecting consumers' purchase intention.…”

Marka Aşki, Marka Güveni̇, Marka Farkindaliği Ve Marka İmajinin Marka Sadakati̇ne Etki̇si̇nde Influencer Çeki̇ci̇li̇ği̇ni̇n Ilimlaştirici Rolü

“…Attractiveness is one of the three core constructs of influencer credibility, along with expertise and trustworthiness (AlFarraj et al, 2021;Chekima, Chekima and Adis, 2020). Using influencer attractiveness can serve as an important reference for brands to communicate with their potential customers (Chekima et al, 2020).…”

“…Using influencer attractiveness can serve as an important reference for brands to communicate with their potential customers (Chekima et al, 2020). Influencer attractiveness is not only related to the physical characteristics of a particular influencer but also to the admiration, personality and athletic ability of that influencer (AlFarraj et al, 2021;Torres et al, 2019). The use of social media-based influencer marketing is important to build relationships between consumers and brands (Glucksman, 2017).…”

Effect of Attractiveness of Sales Promotion Messages, Endorsement Beauty Influencers on Interest in Buying Rose All Day Instagram Followers

“…Kecantikan dan pengetahuan mempengaruhi keterlibatan online dan nilai pembelian. Selanjutnya, ditemukan bahwa keterlibatan online memiliki efek mediasi pada hubungan antara kredibilitas influencer dan niat membeli (AlFarraj et al, 2021). Dengan merek yang sudah dikenal, pengaruh kesesuaian jenis endorser dan daya tarik pesan terhadap persepsi merek lebih besar dibandingkan dengan perusahaan baru.…”