The Impact of Instagram Influencers on Customer Purchases: Case of the Youth in Harare

Prosper Mangoma; Xu Chaoyi; Araceli Ndoho Ondo Mangue; Romuald Paulin Adouko Kouah Adjobi

doi:10.18535/ijsrm/v10i8.em05

Abstract

Even in the world of purchasing, technological advancements have brought about several changes. The internet has begun to play a major role in assisting customers in finding the things they are seeking for online. With the rise of social media platforms, particularly Instagram, which has become a popular purchasing platform among the youth. Youths are attempting to establish and maintain strong presences on social media platforms, with Instagram being the go-to platform for keeping consumers aware of the latest trends, as more viewers turn to Instagram influencers, their associated trust, and their intention to purchase after being fascinated by them. Influencer marketing is a relatively new notion that is currently gaining traction in the marketing process, and it is linked to human purchasing intents. The current study aims to investigate the numerous marketing strategies used by youth Instagram influencers, as well as their impact on customer purchase. The study also examines the impact of using various users such as celebrities, bloggers, and others, as well as their reach. The current study examines the responses of 200 youths in Harare, Zimbabwe and their primary influencers on purchase decisions

Keywords

Instagramonline sellingInstagram marketingconsumer buying decisioninfluencer marketing I

References

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[refR-1] Aaron, F. and Breuer, C. (2020). How the Type of Sports-Related Endoser Influencers Consumes Purchase Intentions. International Journal of Sports Marketing and Sponsorship. 10 (3):120-126.Google Scholar ↗

[refR-2] Al-Dahrawi, M. (2019). Attitudes of Arab Youth towards Marketing through Social Media Celebrities, Influence Marketing, and Its Relationship to Purchasing Behavior: A Field Study The Arab Journal of Media and Communication Research. 27; 158-225.Google Scholar ↗

[refR-3] Barbu, R. and Cmeciu, C. (2019). Crisis Communication in Romania and Social Media Influencers and Followers. Case Study: Patient’s Death at the Sanador Hospital. Journal of Media Research. 12 (3): 5-17.Google Scholar ↗

[refR-4] Chetioui, Y., Benlafqih, H. and Lebdaoui, H. (2020). How Fashion Influencers Contribute to Consumers’ Purchase Intention. Journal of Fashion Marketing and Management: An International Journal. 24 (3):361-80.Google Scholar ↗

[refR-5] Lim, X. J., Radzol, A. R., Cheah, J-H. and Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research. 7 (2):19-36.Google Scholar ↗

[refR-6] Negi, N. and Pabalkar, V. (2020). Impact of Instagram and Instagram Influencers in Purchase Consideration in India. European Journal of Molecular and Clinical Medicine. 7 (11):68-86.Google Scholar ↗

[refR-7] Radwan, A. F., Mousa, S., Mohamed, M. and Youssef, E. Y. (2021). Impact of Social Media Influencer Marketing on Youth Purchase Intentions in UAE. Journal of Media Watch. 12 (3):422-439.Google Scholar ↗

[refR-8] Veirman, D., Veroline C. and Liselot H. (2017). Marketing through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising. 36 (5):798–828.Google Scholar ↗