The impact of influencer marketing and instagrammers on consumer purchase intentions and brand attitude

Abstract

In the last few years, we have noticed the emergence of influencer marketing (Lanz, Goldenberg, Shapira, and Stahl, 2019; Sokolova and Kefi, 2019), specifically of how some of this arising-stars in the social media spectrum have become sources of advice for other consumers, resulting in opinion leaders for the brands they advocate (Casaló, Flavián, and Ibáñez-Sánchez, 2018). As this trend is expected to continue in the near future, the current research focuses in one of the fastest-growing social media platforms - Instagram - (De Veirman, Cauberghe, and Hudders, 2017; Sheldon, Rauschnabel, Antony, and Car, 2017) to understand how Instagrammers and their posts have an impact on consumer’s purchase decisions for the young-adult audiences. Additionally, this study also aims to understand if this content creation influences consumer’s brand attitude (Faircloth, Capella, and Alford, 2016), that is, in the consumer’s opinion about a product or service of a specific brand.