Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Djafarova, Elmira; Rushworth, Chloe

doi:10.1016/j.chb.2016.11.009

Cited by 1,014 publications

(960 citation statements)

References 35 publications

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“…Influence describes the process of affecting a consumer's behavior without directly giving commands (Almgren, 2018). On Instagram, influence is shifting away from traditional celebrities such as actors, filmmakers, and public figures towards the accounts of key 'Instafamous' personalities such as bloggers, Youtubers, and non-traditional celebrities (Djafarova & Rushworth, 2017 to a typical Instagram user than a celebrity or brand does, affording them "higher authenticity and credibility, which subsequently leads to lower resistance to the message" (De Veirman et. al.…”

Section: Instagram Influencer Marketingmentioning

confidence: 99%

“…Influencers are key members of an Instagram social group that affect the buying behavior of a large number of users through a heightened perception of credibility (Djafarova & Rushworth, 2017). Rogers' theory identifies members of a social group that hold a superior amount of influence on peers as opinion leaders (1962).…”

Section: Opinion Leadersmentioning

confidence: 99%

“…The number of followers held by an influencer is the most commonly cited marketing reason for their success in engaging an Instagram audience (De Veirman et. al., 2017;Djafarova & Rushworth, 2017). Along with number of followers, an influencer's follower ratio can be an indicator of their social status on the platform (Instagram Inc., 2018).…”

Section: Opinion Leadersmentioning

confidence: 99%

“…Instagram influencer marketing is on the rise as giant blockbusters such as Jurassic World and Zootopia successfully market with Instagram influencers, but a lack of existing research can leave a marketer with due hesitation. (Djafarova & Rushworth 2017;zachking, 2018). Instagram influencer marketing is on the rise (Biaudet, 2017;De Veirman et.…”

Section: Introductionmentioning

confidence: 99%

“…al. 2017;Djafarova & Rushworth 2017). As of 2013, "65% of companies are participating in influencer-based marketing (Technorati, 2013)" (Biaudet, 2017, p.6).…”

Section: Introductionmentioning

confidence: 99%

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Film marketing on Instagram: A model for effectively employing influencers

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Section: Instagram Influencer Marketingmentioning

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Section: Opinion Leadersmentioning

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Section: Opinion Leadersmentioning

confidence: 99%

Section: Introductionmentioning

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“…al. 2017;Djafarova & Rushworth 2017). As of 2013, "65% of companies are participating in influencer-based marketing (Technorati, 2013)" (Biaudet, 2017, p.6).…”

Section: Introductionmentioning

confidence: 99%

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Film marketing on Instagram: A model for effectively employing influencers

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“Survival and Salvation”

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Role of social media influencer toward environmental involvement and green buying behavior

Nazir,

Wani

2024

Bus Strat Dev

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Sustainability and green purchase behavior are attracting a lot of attention from both researchers as well as marketers. This transition can be attributed to the growing environmental awareness and knowledge among people. Considering this as opportunity marketers are using different platforms to promote environmentally friendly products. One such way is through social media influencers; marketers promote their products through social media influencers with a huge following. However, the current study attempts to examine how individual characteristics of influencers promoting sustainable behavior can impact environmental involvement. A convenience sampling method was used to collect data from various social media users. The authors initially sent invitations via different social media channels. A total sample of 683 social media followers was considered. Covariance‐based structural equation modeling was used to examine the relationship between different variables. Trustworthiness, credibility, and commitment of the social media influencer had a positive impact on the environmental involvement of the followers. Expertise, similarity and familiarity had an insignificant effect. The environmental involvement positively affects environmental knowledge and green purchase attitude of the followers which in turn impact their green buying behavior. The study has multiple practical and managerial implications; the results reveal which influencer characteristics can induce environmental involvement in their followers and which characteristics are not impactful. Further, the study focuses on how inter‐relationships of influencer characteristics, environmental involvement, environmental knowledge, and attitude can push people toward green purchase behavior.

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Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Abstract: The growth of Instagram continues, with the majority of its users being young women. This study investigates the impact of Instagram upon source credibility,

Cited by 1,014 publications

References 35 publications

Film marketing on Instagram: A model for effectively employing influencers

Film marketing on Instagram: A model for effectively employing influencers

“Survival and Salvation”

Role of social media influencer toward environmental involvement and green buying behavior

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