Title: The impact of Instagram influencers on customers' purchase intention

Authors: Mohammad Alkhasawneh; Shafig Al-Haddad; Esraa Odeh; Dana Alsarabi; Marah Barkat; Emily Sweis; Yara Batarseh

Addresses: Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan ' Department of E-marketing and Social Media, King Talal Faculty of Business Technology, Princess Sumaya University for Technology, Amman, Jordan

Abstract: This research aims to examine the impact of Instagram influencers' characteristics on customer purchase intention. A quantitative approach was applied, where research data was collected through an online survey that was distributed on different social media platforms and filled by 395 people around Jordan. Data was tested and validated through 'smart PLS' software. This research included seven hypotheses that were tested. Six of them were accepted, while one was rejected with no negative impact, meaning that one variable had an insignificant effect. The research hypotheses were built to suit the current framework and tested through a validation software in order to understand the importance of each element in the model in customers' purchase intention. Validation resulted in revealing the strength of each element, except for one element which showed an insignificant effect. An in-depth analysis of the research findings is presented and a number of recommendations are proposed.

Keywords: social media influencers; celebrity endorsers; purchase intention; credibility; Instagram influencers.

DOI: 10.1504/IJBEX.2025.146597

International Journal of Business Excellence, 2025 Vol.36 No.2, pp.272 - 294

Received: 15 Dec 2020
Accepted: 03 Jul 2021
Published online: 06 Jun 2025 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article