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The impact of Instagram influencers on customers' purchase intention

Author

Listed:
  • Mohammad Alkhasawneh
  • Shafig Al-Haddad
  • Esraa Odeh
  • Dana Alsarabi
  • Marah Barkat
  • Emily Sweis
  • Yara Batarseh

Abstract

This research aims to examine the impact of Instagram influencers' characteristics on customer purchase intention. A quantitative approach was applied, where research data was collected through an online survey that was distributed on different social media platforms and filled by 395 people around Jordan. Data was tested and validated through 'smart PLS' software. This research included seven hypotheses that were tested. Six of them were accepted, while one was rejected with no negative impact, meaning that one variable had an insignificant effect. The research hypotheses were built to suit the current framework and tested through a validation software in order to understand the importance of each element in the model in customers' purchase intention. Validation resulted in revealing the strength of each element, except for one element which showed an insignificant effect. An in-depth analysis of the research findings is presented and a number of recommendations are proposed.

Suggested Citation

  • Mohammad Alkhasawneh & Shafig Al-Haddad & Esraa Odeh & Dana Alsarabi & Marah Barkat & Emily Sweis & Yara Batarseh, 2025. "The impact of Instagram influencers on customers' purchase intention," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 36(2), pages 272-294.
    • Handle: RePEc:ids:ijbexc:v:36:y:2025:i:2:p:272-294
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