The Effect of Social Media Influencers on Customers Purchase Intention with the Mediating Role of Attitude Towards Advertising
Subject Areas : Sociological studies of sports
Mehran Hoseinpor
1
,
Hassan Farhadi
2
*
,
Mahbob Shaykhalizadeh
3
1 - Masters Student, Field of Physical Education and Sport Sciences, Ahar Branch, Islamic Azad University, Ahar- Iran
2 - Department of Physical Education and Sports Sciences, Faculty of Humanities, Ahar Branch, Islamic Azad University, Ahar, Iran
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.
1- Abbasi, A., & Mohammadian, M. (2007). The relationship between consumers' attitudes towards websites and the effectiveness of internet advertising. Iranian Management Sciences Quarterly, 2(7): 99-119. (in Persian)
2- Ahmed, R. R., Streimikiene, D., Qadir, H., & Streimikis, J. (2023). Effect of green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA. Environmental Science and Pollution Research, 30(5): 11473-11495.
3- Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability, 15(3): 2744.
4- Braunstein, J. R., & Zhang, J. J. (2005). Dimensions of athletic star power associated with Generation Y sports consumption. International Journal of Sports Marketing and Sponsorship, 6(4): 37-62.
5- Damghanian, T. (2022). Investigating the effect of famous people on trustworthiness, brand attitude and envy with the mediating role of social presence (case study: Novin Cham, Tehran). Scientific Quarterly of New Business Attitudes, 3(1), 50-70. (in Persian)
6- Davari, A., & Rezazadeh, A. (2013). Structural equation modeling with PLS. Tehran: Jahad Daneshgahi, 22. (in Persian)
7- Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3): 360-367.
8- Dianoux, C., Linhart, Z., & Vnoucková, L. (2014). Attitude toward advertising in general and attitude toward a specific type of advertising-A first empirical approach. Journal of Competitiveness, 6(1): 87-103.
9- Feng, W., Chang, D., & Sun, H. (2023). The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness. Frontiers in Psychology, 13: 1-15.
10- Hedayati, S. S. (2022). Identifying and explaining the influence of social media activists on the intention to purchase online tourism tours with emphasis on the mediating role of attitude towards advertising (case study: Instagram). International conference on applied research in humanities, economics, management and accounting, 30. (in Persian)
11- Heydarzadeh, K., & Irani, N. (2011). Examining the role of utility-based and hedonic value in consumer satisfaction from buying clothes in Iran. Development and Transformation Management Quarterly, 3(7): 69-90. (in Persian)
12- Karimov, F. P., Brengman, M., & Van Hove, L. (2011). The effect of website design dimensions on initial trust: A synthesis of the empirical literature. Journal of Electronic Commerce Research, 12(4).
13- Khamis, S., Ang, L., & Welling, R. (2016). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity Studies, 8(2): 191-208.
14- Khodadad Hoseini, H., Jafarzadeh Kenari, M., & Bakhshizadeh, A. (2015). The study of brand equity from the perspective of beliefs that shape consumers' attitudes towards advertisements through sports (football). Sports Management Studies, 28: 33-54. (in Persian)
15- Kolo, C., & Haumer, F. (2018). Social media celebrities as influencers in brand communication: An empirical study on influencer content, its advertising relevance and audience expectations. Journal of Digital & Social Media Marketing, 6(3): 273-282.
16- Kotler, P., & Keller, K.L. (2006). Marketing management. 12th ed. Upper Saddle River, NJ: Pearson Prentice Hall.
17- Kurdi, B., Alshurideh, M., Akour, I., Tariq, E., AlHamad, A., & Alzoubi, H. (2022). The effect of social media influencers’ characteristics on consumer intention and attitude toward Keto products purchase intention. International Journal of Data and Network Science, 6(4): 1135-1146.
18- Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers’ attitude towards advertising. Canadian social science, 6(4): 114-126.
19- Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1): 58-73.
20- Miandahi, H. (1401). A research titled investigating the effect of influential characteristics on purchase intention in social media influencer marketing: mediating roles of personifications. Mehr Astan Institute of Higher Education, 58. (in Persian)
21- Pourhasani, E. (2022). Examining the effect of celebrity endorsement on attitude towards advertisements and purchase intention through the mediation of advertising value (case study: Instagram customers of men's accessories). Tabran Institute of Higher Education, 49. (in Persian)
22- Ranjbarian, B., Shekarchizade, Z., & Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3): 399-407.
23- Saputra, F. Y., & Dewobroto, W. S. (2022). The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products. International Journal of Quantitative Research and Modeling, 3(1), 13-17.
24- Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons. American Journal of Industrial and Business Management, 8(3): 23.
25- Shekarchizadeh, Z., & Valikhani, Z. (2021). The effect of social media influencer characteristics on online purchase intention through the mediating role of attitude towards advertisement and brand (case study: followers of leather clothing pages on Instagram). Scientific Quarterly Journal of Modern Marketing Research, 11(4): 157-176. (in Persian)
26- Shiri. M. (2022). Investigating the relationship between influencer marketing and consumer buying behavior in the insurance industry on the Instagram social network platform. Allameh Tabatabai University, 66. (in Persian)
27- Su, B. C., Wu, L. W., Lin, H., & Lin, C. A. (2023). The Mediating Effect of Herd Behavior and Brand Attitude towards the Impact of Spokesman Credibility, Source Fit, and Online Word-of-Mouth on Purchase Intention. Sustainability, 15(1): 888.
28- Tenenhaus, M.; Amato, S. & Esposite Vinzi, V. (2004). A Global Goodness-offit Index for PLS Structural Equation Modeling, In Proceedings of the XLII SIS Scientific Meeting. 739-742.
29- Vinzi, V. E.; Trinchera, L. & Amato, S. (2010). PLS Path Modeling: from Foundations to Recent Developments and Open Issues for Model Assessment and Improvement. Handbook of Partial Least Squares. 47-82.
30- Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60: 10-17.
31- Wetzels, M.; Odekkerken-Schroder, G. & Van Oppen, C. (2009). Using PLS Path Modeling for Assessing Hierarchical Construct Models: Guidelines and Empirical Illustration. MIS Quarterly, 33(1): 177.