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How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing

Author

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  • Akawut Jansom

    (School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

  • Siwarit Pongsakornrungsilp

    (School of Management, Walailak University, Nakhon Si Thammarat 80160, Thailand)

Abstract

Social media influencers play a significant role in marketing by introducing products to their followers. We investigate how Instagram influencers impact consumer parasocial interaction (PSI) in the relationship between value perception and purchase intention. Whereas customers influence the attractiveness (social and physical) PSI of social media influencers, studies of the effects of luxury purchasing PSI in Thailand are limited. We examine the relationship between PSI and followers of luxury fashion’s value (social, personal, and conspicuous) on social media. We use structural equation modeling to evaluate hypotheses by conducting an online survey with 400 Thai millennial respondents who had experience following influencers on Instagram. The findings indicate that Thai millennials accept Instagram influencers’ PSIs in terms of value perception and motivation to purchase luxury fashion. The attractiveness of influencers initiates the formation of PSI; followers receive value perception and react to purchasing intention from influencers. The concepts were investigated to prove that influencers’ power can encourage followers to mitigate negative consequences by delivering value perceptions on PSI. These findings provided managerial implications for comprehending consumers in the field of digitalization.

Suggested Citation

  • Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:15:p:8572-:d:606179
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    1. Hashed Mabkhot & Normalisa Md Isa & Ammar Mabkhot, 2022. "The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia," Sustainability, MDPI, vol. 14(19), pages 1-15, September.
    2. Warinrampai Rungruangjit & Kitti Charoenpornpanichkul, 2022. "Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry," Sustainability, MDPI, vol. 14(23), pages 1-27, November.
    3. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).

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