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The Impact of Social Media Influencers on Consumer’s Purchase Intention Mediated by Attitude – Applied on Dermatology Influencers

Article

Last updated: 29 Dec 2024

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Abstract

Purpose: This study aims to understand the role of dermatology influencers (influencers promoting skin, hair, and nail products) on social media and their impact on consumers' purchase intentions, focusing on variables such as credibility, expertise, trust, and congruence. Design/Methodology/Approach: The study examines the impact of social media influencers' (SMI) perceived credibility and congruence on purchase intention, and explores the direct and indirect relationships between these variables. A purposive sample of 210 consumers of dermatological products was surveyed, with responses measured using a 5-point Likert scale. The variables assessed include perceived credibility, congruence, attitude towards influencers, and purchase intention. Findings: The study found no significant impact of perceived credibility or congruence on purchase intention. However, there is a positive relationship between the attitude towards influencers and purchase intention. Research Gap: Limited research has been conducted on dermatology influencers and their impact on purchase intention, especially in Egypt. Research Limitations: The study faced challenges in data collection and had a small sample size of 210 respondents. It focused only on Egypt, leaving room for further research in other regions. Practical Implications: Marketers and advertisers in the dermatology industry can use these findings to better understand how influencer marketing affects purchase intentions and how attitudes toward influencers play a key role. Managerial Implications: Companies should ensure that dermatology products promoted by influencers are approved by the Ministry of Health. Live promotion with professional doctors could enhance credibility, and more male influencers should be involved to raise awareness among male consumers. Theoretical Implications: Researchers should further investigate the growing influence of dermatology influencers on the purchase decision-making process. Originality/Value: This study is among the few that explore the relationship between influencers' credibility and congruence and their effect on consumer purchase intentions for dermatology products.

DOI

10.21608/jaebs.2024.386324

Keywords

Dermatology Influencers, social media, Digital Marketing, Perceived Credibility, perceived Congruence, Trust, expertise, Purchase Intention

Authors

First Name

Perihan

Last Name

Salah

MiddleName

-

Affiliation

Marketing and Innovation Department, Faculty of Economics and International Trade, Egyptian Chinese University

Email

sperihan@ecu.edu.eg

City

-

Orcid

0009-0005-6906-0364

First Name

Giovana

Last Name

George

MiddleName

Gamal

Affiliation

Marketing and Innovation, Faculty of Economics and International Trade

Email

ggamal@ecu.edu.eg

City

-

Orcid

-

First Name

Sandra

Last Name

Ehab

MiddleName

-

Affiliation

Faculty of Economics and International Trade, Egyptian Chinese University (ECU), Egypt

Email

291900141@ecu.edu.eg

City

-

Orcid

-

First Name

Martin

Last Name

Osama

MiddleName

-

Affiliation

Faculty of Economics and International Trade, Egyptian Chinese University (ECU), Egypt

Email

291900265@ecu.edu.eg

City

-

Orcid

-

First Name

Mohamed

Last Name

Hosam

MiddleName

-

Affiliation

Faculty of Economics and International Trade, Egyptian Chinese University (ECU), Egypt

Email

291900341@ecu.edu.eg

City

-

Orcid

-

First Name

Mireille

Last Name

Hany

MiddleName

-

Affiliation

Faculty of Economics and International Trade, Egyptian Chinese University (ECU), Egypt

Email

291900264@ecu.edu.eg

City

-

Orcid

-

Volume

1

Article Issue

1

Related Issue

51020

Issue Date

2024-10-01

Receive Date

2024-03-07

Publish Date

2024-10-15

Page Start

29

Page End

46

Print ISSN

3009-7533

Online ISSN

2974-3680

Article File

JAEBS_Volume 1_Issue 1_Pages 29-46.pdf

PDF . 327.7kB

Link

https://jaebs.journals.ekb.eg/article_386324.html

Detail API

https://jaebs.journals.ekb.eg/service?article_code=386324

Order

386,324

Type

Original Article

Type Code

2,997

Publication Type

Journal

Publication Title

Journal of Advances in Economics and Business Studies

Publication Link

https://jaebs.journals.ekb.eg/

MainTitle

The Impact of Social Media Influencers on Consumer’s Purchase Intention Mediated by Attitude – Applied on Dermatology Influencers

Details

Type

Article

Created At

20 Dec 2024