|
An Examination of the Impact of Influencer Characteristics on Purchase Intention from Social Networks in Iran: A Case Study of Instagram
|
Robabeh Tajik *   , Mohsen Namazi , Masoud Ghasemian , Hamed Heydari |
| University of Tehran |
|
|
Abstract: (37 Views) |
This research aims to examine the impact of influencers' characteristics on purchase intention from social networks in Iran (Case study: Instagram). To this end, through studying the background of previous research, factors affecting influencers' characteristics on purchase intention from social networks in Iran (Case study: Instagram) were extracted, and based on these, a structural equation model was formed. The statistical population of the research consists of Instagram social network users, from which 203 individuals were selected as a sample. Data analysis was performed using the Structural Equation Modeling - Partial Least Squares technique with SmartPLS software. The results of data analysis show that attractiveness, expertise, trustworthiness, familiarity with the influencer affects the parasocial relationship, and the parasocial relationship and content quality influence the purchase intention from social networks in Iran (Instagram). The results of this research provide valuable insights for policymakers in the social media marketing sector in Iran, enabling them to understand these factors and utilize the impact of influencers' characteristics on purchase intention among social network users (Instagram).
|
|
| Keywords: Instagram, Influencer, Intention to Buy, Parasocial Relationship, Social Networks. |
|
|
Full-Text [PDF 883 kb]
(20 Downloads)
|
Type of Study: Research |
Subject:
Special
Received: 2025/02/5 | Accepted: 2025/12/7 | Published: 2023/09/1
|
|
|
|
|
|
