Exploring effect of instagram influencer likeability and personality traits on self-concept and impact on consumer buying intention towards cosmetic products
- Title
- Exploring effect of instagram influencer likeability and personality traits on self-concept and impact on consumer buying intention towards cosmetic products
- Creator
- Suresh A.S.; Balaji V.
- Description
- With the advent of visual micro-blogging platforms like Instagram the communication environment for businesses has certainly undergone massive change. Over the years these platforms have evolved and brands have had to adapt themselves to gain visibility among the millennial audience by being available on the social media platforms. The disruptive force of these social media platforms has a great impact on the consumer decision making processes. As a result, consumers now rely more on recommendation from their peers. The sharing of views, experiences, opinions and expectations online by the users on various social media platforms have become a trusted source of information for the consumers. This had led to brands connecting to online celebrities known as Social media influencers (SMI) to distribute information and influence consumer's product perceptions i.e., the concept of influencer marketing. SMI's are referred to as online opinion leaders with large numbers of followers to drive messages through their promotional posts. A lot of research has been done to study the impact of celebrity endorsements but currently there is a gap in research pertaining to consumer's perspective towards the SMI's and SMI's effects on consumers. The online survey of self -concept and alters its buying intentions when an influencer posts promotional conducted in the studies how the likeability and personality traits of an influencer affects the consumer understanding posts on Instagram. Significant relationships were found for both, the likability traits and consumer self-concept and personality traits and consumer self-concept. Also using predictive analysis, the extent to which each of the consumer self-concept statements affected the buying intentions was determined. These results provide practical implications for brand managers who plan to invest in influencer marketing. 2021 Ecological Society of India. All rights reserved.
- Source
- Indian Journal of Ecology, Vol-48, pp. 56-63.
- Date
- 2021-01-01
- Publisher
- Ecological Society of India
- Subject
- Buying intentions; Likeability; Personality Traits; Self-concept; Self-congruity; Social media influencers
- Coverage
- Suresh A.S., School of Business and Management, Christ University, Bangalore, 560 029, India; Balaji V., School of Business and Management, Christ University, Bangalore, 560 029, India
- Rights
- Restricted Access
- Relation
- ISSN: 3045250
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Suresh A.S.; Balaji V., “Exploring effect of instagram influencer likeability and personality traits on self-concept and impact on consumer buying intention towards cosmetic products,” CHRIST (Deemed To Be University) Institutional Repository, accessed April 20, 2025, https://archives.christuniversity.in/items/show/15710.