Investigating the Impact of Influencers' Credibility Dimensions, Attractiveness, Trust, and Expertise on Purchase Intention in the Skin Beauty Industry Considering the Mediating Role of Customer Engagement
Subject Areas :
Nazanin Rousta
1
,
Ahmad allahyari
2
*
,
Mehrdad Shafiee
3
1 - Master of Business Administration-Marketing, Fatemiyeh Institute of Higher Education, Shiraz, Shiraz. Iran.
2 - Department of Management of Fatemiyeh Institute of Higher Education, Shiraz, Shiraz. Iran.
3 - Management Department of Fatemiyeh Institute of Higher Education, Shiraz, Shiraz. Iran.
Keywords: Attractiveness, Trust, Influencers.,
Abstract :
The main objective of this research is to investigate the impact of influencers' credibility dimensions, attractiveness, trust, and expertise on purchase intention in the skin beauty industry, considering the mediating role of customer engagement. This research is applied in nature and is a descriptive survey study in terms of data collection. The statistical population of this research includes users of skin and beauty services in Shiraz who chose their preferred center via social media platforms, specifically Instagram. Due to the large size of the population and the lack of precise statistics, the sample size was determined to be 384 people based on Cochran's formula, and a non-random convenience sampling method was used. A researcher-made questionnaire was used for data collection. In this research, structural equation modeling was used to test the hypotheses, and for this purpose, SmartPLS and SPSS software were utilized. The research findings indicated that the attractiveness and expertise of influencers have a significant positive impact on purchase intention in the skin beauty industry. In this context, customer engagement plays a mediating role in the relationship between influencers' characteristics and purchase intention.
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