The Effect of Social Media Influencers on Customers Purchase Intention with the Mediating Role of Attitude Towards Advertising
Mehran Hoseinpor
1
(
Masters Student, Field of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar- Iran
)
Hassan Farhadi
2
(
Department of Physical Education and Sports Sciences, Faculty of Humanities, Ahar Branch, Islamic Azad University, Ahar, Iran
)
محبوب شیخعلی زاده
3
(
Assistant Professor, Department of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar- Iran
)
Keywords: Social Media Influencers, Purchase Intention, Attitude Towards Advertising, Nutritional supplements, Fitness Clubs,
Abstract :
Objective: Proper advertising by influencers changes the attitude of customers towards products and strengthens the purchase intention among them. This study examines the effects of influence of social media influencers on customers purchase intention with the mediating role of attitude to advertising among customers of Tabriz fitness clubs. Methodology: The research method is descriptive- correlation and partial least squares structural equation modeling (PLS-SEM). For this purpose, 275 customers of fitness clubs in Tabriz city voluntarily filled out the Braunstein and Zhang social media influencers (2005), Ranjbarian et al attitude towards advertising (2010) and Diallo purchase intention questionnaire (2012). Structural equation modeling based on the partial least squares (PLS-SEM) in software Smart PLS was used to analyze the data. Results: The results showed that the social media influencers have a direct and significant effect on customers' purchase intention (P=0.001). Also, social media influencers have a direct and significant effect on customers' advertising attitude (P=0.001). Attitude towards advertising has a direct and significant effect on customers' purchase intention (P=0.001) and social media influencers have a positive and significant effect on customers' purchase intention through the mediating variable of attitude towards advertising (Sig=0.001; β=0.257). According to the results of model analysis the modified model had a good fit (GOF=0.372). Conclusion: In general, it can be said that the use of influencers in advertising has attracted more audience and the level of expertise, attractiveness, reputation and honesty of influencers will play a significant role in the acceptance of the message by the consumer.
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