Exploratory study on the influence of influencers and content creators on purchase intention

Abstract

The objective of the research is to study the influence of content marketing via social networks on purchase intention. This research focused on the power of influence of content published by influencers and content creators via social networks (Instagram pages) on consumer purchase intention.

The research then focused on the construction of a hypothetical model that articulates content published on social networks, appreciation, effectiveness, relevance, trust and consumer engagement as well as purchase intention. A qualitative exploration was implemented by carrying out an interview guide with influencers and content creators in order to decide on the variables to be retained in the conceptual model.

The results confirm the major contribution of relevance, effectiveness, engagement and trust in the decision-making process and on the development of purchase intention and sharing intention.