Instagram Influencers for Online Purchase Inclination

Abstract

Instagram influencer marketing is an essential social media mass communication strategy for promoting products, engaging consumers, and mounting purchase inclinations in contemporary business. However, there is a lack of in-depth studies on the role of Instagram influencers, although modern consumers' perceptions are highly motivated by them. Therefore, the study investigates the role of Instagram influencers on consumers' online purchase inclination. The research reflects a constructivist research paradigm and a qualitative research strategy to investigate the issue following the two-step flow theory of media communication. The data were collected by interviewing an influencer manager and an online consumer of the case company. In addition, the research employs thematic analysis to evaluate the collected data.

The findings reveal that influencer credibility and authenticity are essential in shaping consumer purchasing behavior by enhancing trust in genuine and experienced endorsements. Frequent influencer interactions with meaningful recommendations are also necessary to build a loyal community. Influencer content marketing includes a short video in a story and reels that obtain consumers' attention and actions. Theoretically, the two-step flow theory of media communication should incorporate trustworthiness as a dominant component of mass communication.

The study suggests that companies should focus on selective collaboration, quality content, and transparency to maintain influencer credibility and effectiveness for purchase inclination when they imply an Instagram influencer marketing strategy.