This research discusses a trending topic in the marketing field, which is the Instagram fashion influencers. Through investigating the different influencers' characteristics effectiveness on the customers' intention to purchase, and by comparing the different types of social media influencers. This research specifically about the fashion field, as it meets a huge demand nowadays from the millennials. Adding the increased number of SMEs in Egypt.
In literature review, most studies were conducted in a foreign context, which have different in culture and customers' behaviors. The literature revealed a lack of research in the Egyptian context. Therefore, this research will be conducted for the sake of providing the Egyptian SMEs with a guideline of how to choose the right influencer for their campaigns.
Through the literature review, the studies revealed many variables regarding the influencers' characteristics that were proven to have an impact on the customers' intention to purchase. Therefore, a pilot study was conducted to find out the relevant variables to the Egyptian context, then a quantitative research approach was followed were sample of 853 Egyptian respondents.
After using the Structural Equation Modeling (SEM), the analysis indicated the relevance of all the influencers' characteristics on the customer intention to purchase. While the mediation effect was proven negatively as only one variable was proven positive was between the influencer content quantity and the type of influencer. While the most preferred influencer was the mega influencer with 44%.