Instagram Beauty Influencers and Purchase Decisions: Exploring The Mediating Role of Source Credibility
DOI:
https://doi.org/10.21015/vtess.v9i3.651Abstract
The paper investigates the impact of Instagram beauty influencers’ content on the purchase decisions and impulse purchasing of female university students of Pakistan. The study has also explored the mediating role of source credibility in order to observe how the influencer’s credibility affects the purchase decisions of the followers. Theoretical basis of Elaboration Likelihood Model and Two Step Flow theory are used for this research. The study has been conducted using quantitative research approach. Purposive sampling technique was adopted to select a sample of 400 females aged 18 to 35 from four universities of Lahore which included Kinnaird College, Lahore School of Economics, Lahore College for Women University and University of Central Punjab. After collecting data through online questionnaire, SPSS and Smart PLS were used to analyze the data. The results showed a significant positive relationship between Instagram beauty influencer’s content and purchase decisions. It was also observed that usage of Instagram beauty influencers’ content also has a significant positive relationship with impulse purchasing. The results also showed that source credibility mediated the relationships. The study will help in expanding the knowledge regarding the increasing role of social media influencers in the advertising sector of Pakistan.References
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