The effect of Features of Instagram Influences on Customer Engagement and Purchase Intention with Mediating Role of Self-Concept

Abstract

Background and Objective: The advent of various social media has considerably changed the marketing process via these electronic means. Instagram and influencers in this social network have provided organizations with a solution to expand purchases by engaging consumers in influencers' activities. Therefore, the extant study was conducted to examine the effect of Instagram influencers' features on engagement, self-concept, and purchase intention.

Method: The present paper was a quantitative study with the applied objective that was carried out using the descriptive survey method. The statistical population comprised 385 individuals who had Instagram accounts and followed influencers. The data were gathered from engagement, purchase intention, and influencers' features questionnaires. Confirmatory factor analysis and guidelines of experts were used to examine and approve the content validity. Moreover, the reliability of the aforementioned questionnaires was confirmed using Cronbach's alpha. Data analysis was done based on Partial Least Squares (PLS) through SMART PLS software.

Findings: The results indicated the significant effect of features (e.g., pleasant, credibility, and emotions) of Instagram influencers on followers' engagement, encouraging them to purchase products and services.