Instagram influencers : how a following can affect purchase intention

Abstract

The research gap that emerged from the review of current literature on the topic of Instagram influencers related to the lack of in-depth investigation of the possible relationship between follower count and purchase intention. The method and methodology were centred on a quantitative research, specifically a questionnaire, as this was considered the best approach given the nature of the study. The key results were that micro influencers, as previous research had reported, are indeed perceived as more trustworthy and genuine than macro influencers. Although consumers do not actively look at the follower count of an influencer whilst pondering the purchase of an item they have sponsored, they are in fact subconsciously swayed by the follower count given their positive or negative perception of them. In conclusion, the number of an influencer’s followees does not directly impact purchase decision but it does so indirectly through buyers’ preconceived notions and perceptions.