The Impact of Instagram Influencers' Characteristics on Generation Z’s Clothing Purchase Intention: The Mediating Role of Followers’ Emotional Attachment
محورهای موضوعی : Business and Marketing
1 - گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
کلید واژه: Influencer marketing, Instagram influencer characteristics, Generation Z, purchase intention, emotional attachment,
چکیده مقاله :
This study investigates the influence of Instagram influencers’ characteristics on Generation Z’s clothing purchase intentions, Focusing on the mediating role of followers’ emotional attachment. This study framed as applied research and employing a descriptive–survey design, the study utilized a questionnaire adapted from established scales in prior literature. Content and face validity were verified through expert evaluation, and internal consistency was confirmed with a Cronbach’s alpha of 0.931. The sample comprised 384 members of Generation Z who follow two prominent Iranian Instagram influencers, selected using through convenience sampling. Data analysis was conducted using Structural Equation Modeling (SEM) in AMOS. The findings reveal that influencers’ expertise and trustworthiness have a direct and significant positive effect on purchase intention, while all three attributes—attractiveness, expertise, and trustworthiness—positively influence followers’ emotional attachment. In turn, emotional attachment serves as a significant predictor of purchase intention. These results underscore the strategic importance of both influencer credibility and emotional engagement in shaping consumer behavior among Generation Z.
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