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Abstract
Influencer Marketing has become a widely used strategy wherein social media influencers partner with businesses to create awareness about their brand and promote their products. XYZ (not real name) Cosmetics, an international cosmetics company that provides affordable, high-quality products to the Philippine market, is one such company that embraces the trend. It has integrated influencer marketing to better connect with its customers. This study determines the relationship between the three aspects of influencers: Source Characteristics (Attractiveness and Popularity), Psychological-Related Influential Factors (Self-Congruency and Product Match-Up), and Content Attributes (Quality and Uniqueness) with XYZ's Customer Purchase Intention (CPI). Through using a case study survey research design, the study chose 387 respondents, randomly sampling the Instagram followers of XYZ. An online questionnaire consisting of seven-point Likert scale items was administered. The results show that Attractiveness, Uniqueness, and Self-Congruency significantly affect customer purchase intention, while Popularity, Product Match-up, and Quality do not. The study has implications for brand managers and entrepreneurs, underscoring how an influencer should be selected, especially for cosmetics companies like XYZ. The researchers recommend choosing an attractive and unique influencer known to possess credibility, an amiable personality, and good values while focusing less on assessing how well the influencer vlogs, how popular the talent is, and how matched the person is with the company's products.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
How to Cite
Tanpoco, M. R., Alonte, A. T. L., Nubla, C. A. D., de Arellano, D. M. B. R., Torres, R. P. F., Caminong, J. M., & Morales, R. R. L. (2023). Assessing the Influence of Source Characteristics, Psychological-Related Factors, and Content Attributes on Purchase Intention: The Case of an International Cosmetics Company in the Philippines. International Journal of Multidisciplinary: Applied Business and Education Research, 4(9), 3341-3354. https://doi.org/10.11594/ijmaber.04.09.22
References
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Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of Macro and Micro Social Media influencers’ dis-closure. Journal of Marketing Manage-ment, 36(3-4), 248–278. https://doi.org/10.1080/0267257x.2020.1718740
Kim, M., & Kim, J. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419. https://doi.org/10.1016/j.chb.2020.106419
Kim, J., & Kim, M. (2022). Rise of social media influencers as a new marketing channel: Focusing on the roles of psychological well-being and perceived social respon-sibility among consumers. International journal of environmental research and public health, 19(4), 2362. https://doi.org/10.3390/ijerph19042362
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Lee, J. E., & Watkins, B. (2016). YouTube vlog-gers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
Li, Y. and Peng, Y. (2021), "Influencer market-ing: purchase intention and its anteced-ents", Marketing Intelligence & Planning, Vol. 39 No. 7, pp. 960-978. https://doi.org/10.1108/MIP-04-2021-0104
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media in-fluencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36.
Magno, F. (2017). The influence of cultural blogs on their readers' cultural product choices. International Journal of Infor-mation Management, 37(3), 142–149. https://doi.org/10.1016/j.ijinfomgt.2017.01.007
Martín-Consuegra, D., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relation-ships among brand credibility, purchase intention and social media for fashion brands: A Conditional Mediation Model. Journal of Global Fashion Marketing, 9(3), 237–251. https://doi.org/10.1080/20932685.2018.1461020
Martínez-López, F. J., Anaya-Sánchez, R., Giordano, M. F., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Market-ing Management, 36(7–8), 579–607. https://doi.org/10.1080/0267257x.2020.1738525
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Con-sumer Research, 16(3), 310-321. https://doi.org/10.1086/209217
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Min, J. H. J., Chang, H. J. J., Jai, TM. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fash Text 6, 10. https://doi.org/10.1186/s40691-018-0159-8
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Qureshi, M. M., & Malik, H. M. (2017). The im-pact of celebrity endorsement on con-sumer buying behavior. Advances in So-cial Sciences Research Journal, 4(3). https://doi.org/10.14738/assrj.43.2605
Rahmi, Y., Sekarasih, L., & Sjabadhyni, B. (2017). The influence of beauty vlog on perceived source credibility and pur-chase intention. Makara Human Behavior Studies in Asia, 21(1), 13-23. https://doi.org/10.7454/mssh.v21i1.3496
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Teo, L. X., Leng, H. K., & Phua, Y. X. (2019). Marketing on Instagram. International Journal of Sports Marketing and Sponsor-ship, 20(2), 321–332. https://doi.org/10.1108/ijsms-04-2018-0028
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, ex-pertise, and the role of fit on brand atti-tude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
Torres, P., Augusto, M., & Matos, M. (2019). An-tecedents and outcomes of digital influ-encer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274
Trivedi, J., & Sama, R. (2020). The Effect of In-fluencer Marketing on Consumers’ Brand Admiration and Online Purchase Inten-tions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103–124. https://doi.org/10.1080/15332861.2019.1700741
von Mettenheim, W., & Wiedmann, K. P. (2021). The complex triad of congruence issues in influencer marketing. Journal of Consumer Behaviour, 20(5), 1277-1296. https://doi.org/10.1002/cb.1935
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influ-encer Marketing: A systematic review, In-tegrative Framework and future research agenda. International Journal of Consum-er Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Xiao, L., Saleem, A., Tariq, S. M., Ul Haq, J., & Guo, M. (2021). I Wish I Could Be Like Her/Him! How Self-Congruence Stimu-lates a Desire to Mimic. Journal of Theo-retical and Applied Electronic Commerce Research, 16(7), 3025–3042. https://doi.org/10.3390/jtaer16070165
Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influ-encers’ perceived influencing power on social media platforms? The mere num-ber effect and boundary condi-tions. Journal of Business Research, 158, 113589.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. Interna-tional Journal of Information Manage-ment, 42, 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influ-encers’ credibility dimensions: Attrac-tiveness, trustworthiness and expertise on the purchase intention in the Aesthetic Dermatology Industry. Review of Interna-tional Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/ribs-07-2020-0089
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Ashraf, R. U., Hou, F., & Ahmad, W. (2018). Un-derstanding continuance intention to use social media in China: The roles of per-sonality drivers, hedonic value, and utili-tarian value. International Journal of Human–Computer Interaction, 35(13), 1216–1228. https://doi.org/10.1080/10447318.2018.1519145
Berry, L.L. (2000). Cultivating service brand equity. J. Acad. Mark. Sci. 28 (1), 128–137
Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between Insta-gram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effec-tiveness. Journal of Advertising Research, 59(4), 440–454. https://doi.org/10.2501/JAR-2019-030.
Butcher, L., Phau, I., & Shimul, A. S. (2017). Uniqueness and status consumption in generation Y consumers. Marketing Intel-ligence & Planning, 35(5), 673–687. https://doi.org/10.1108/mip-12-2016-0216
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Ante-cedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Dehghani, M., & Kim, K. J. (2019). The effects of design, size, and uniqueness of smart-watches: Perspectives from current ver-sus potential users. Behaviour & Infor-mation Technology, 38(11), 1143–1153. https://doi.org/10.1080/0144929x.2019.1571111
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram in-fluencers: The impact of number of fol-lowers and product divergence on brand attitude. International Journal of Adver-tising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Djafarova, E., & Rushworth, C. (2017). Explor-ing the credibility of online celebrities' Instagram profiles in influencing the pur-chase decisions of young female users. Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Duh, H. I., & Thabethe, T. (2021). Attributes of Instagram influencers impacting consum-er brand engagement. International Jour-nal of Internet Marketing and Advertis-ing, 15(5), 1. https://doi.org/10.1504/ijima.2021.10034199
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior (6th ed.). Chi-cago, US: Dryden Press.
George, D., & Mallery, P. (2018). IBM SPSS Sta-tistics 25 Step by Step. https://doi.org/10.4324/9781351033909
Halim, E., Wardaya P, R. A. A. Rianto, A. & He-brard, M. (2020). The Impact of Market-ing Influencer and Information Quality to Purchase Intention of Instagram Users. 2020 International Conference on Infor-mation Management and Technology (ICIMTech), Bandung, Indonesia, pp. 794-799. https://doi.org/10.1109/ICIMTech50083.2020.9211167
Hermanda, A., Sumarwan, U., & Tinaprillia, N. (2019). The Effect of Social Media Influ-encer on Brand Image, Self-Concept, and Purchase Intention. Journal of Consumer Sciences, 4(2), 76–89. https://doi.org/10.29244/jcs.4.2.76-89
Hill, S. R., Troshani, I., & Chandrasekar, D. (2017). Signalling effects of vlogger popu-larity on online consumers. Journal of Computer Information Systems, 60(1), 76–84. https://doi.org/10.1080/08874417.2017.1400929
Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of Macro and Micro Social Media influencers’ dis-closure. Journal of Marketing Manage-ment, 36(3-4), 248–278. https://doi.org/10.1080/0267257x.2020.1718740
Kim, M., & Kim, J. (2020). How does a celebrity make fans happy? Interaction between celebrities and fans in the social media context. Computers in Human Behavior, 111, 106419. https://doi.org/10.1016/j.chb.2020.106419
Kim, J., & Kim, M. (2022). Rise of social media influencers as a new marketing channel: Focusing on the roles of psychological well-being and perceived social respon-sibility among consumers. International journal of environmental research and public health, 19(4), 2362. https://doi.org/10.3390/ijerph19042362
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influ-ence: The roles of homophily, emotional attachment, and expertise. Journal of Re-tailing and Consumer Services, 54, 102,027. https://doi.org/10.1016/j.jretconser.2019.102027
Lee, J. E., & Watkins, B. (2016). YouTube vlog-gers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
Li, Y. and Peng, Y. (2021), "Influencer market-ing: purchase intention and its anteced-ents", Marketing Intelligence & Planning, Vol. 39 No. 7, pp. 960-978. https://doi.org/10.1108/MIP-04-2021-0104
Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media in-fluencers on purchase intention and the mediation effect of customer attitude. Asian journal of business research, 7(2), 19-36.
Magno, F. (2017). The influence of cultural blogs on their readers' cultural product choices. International Journal of Infor-mation Management, 37(3), 142–149. https://doi.org/10.1016/j.ijinfomgt.2017.01.007
Martín-Consuegra, D., Faraoni, M., Díaz, E., & Ranfagni, S. (2018). Exploring relation-ships among brand credibility, purchase intention and social media for fashion brands: A Conditional Mediation Model. Journal of Global Fashion Marketing, 9(3), 237–251. https://doi.org/10.1080/20932685.2018.1461020
Martínez-López, F. J., Anaya-Sánchez, R., Giordano, M. F., & Lopez-Lopez, D. (2020). Behind influencer marketing: key marketing decisions and their effects on followers’ responses. Journal of Market-ing Management, 36(7–8), 579–607. https://doi.org/10.1080/0267257x.2020.1738525
McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Con-sumer Research, 16(3), 310-321. https://doi.org/10.1086/209217
McGuire, W.J. (1985). Attitudes and Attitude Change, In: Handbook of Social Psycholo-gy, (Eds.) Gardner Lindzey and Elliot Ar-onson, Vol. 2, NY: Random House, pp.233-346.
Min, J. H. J., Chang, H. J. J., Jai, TM. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fash Text 6, 10. https://doi.org/10.1186/s40691-018-0159-8
Morwitz, V. (2014) Consumers’ Purchase Inten-tions and their Behavior. Foundations and Trends in Marketing. Vol. 7,181–230. http://dx.doi.org/10.1561/1700000036
Nelz, J. (2018, August 28). ABS-CBN & GMA network advertisement rates revealed. Philippine News. Retrieved February 6, 2022, from https://philnews.ph/2018/08/28/abs-cbn-gma-network-advertisement-rates-revealed/
Qureshi, M. M., & Malik, H. M. (2017). The im-pact of celebrity endorsement on con-sumer buying behavior. Advances in So-cial Sciences Research Journal, 4(3). https://doi.org/10.14738/assrj.43.2605
Rahmi, Y., Sekarasih, L., & Sjabadhyni, B. (2017). The influence of beauty vlog on perceived source credibility and pur-chase intention. Makara Human Behavior Studies in Asia, 21(1), 13-23. https://doi.org/10.7454/mssh.v21i1.3496
Raosoft (2023). Sample Size Calculator by Raosoft, Inc. [Internet]. Available from: http://www.raosoft.com/samplesize.html.
Rodriguez, K. P. (2008). Apparel brand en-dorsers and their effects on purchase in-tentions: A study of Philippine consum-ers. Philippine Management Review, 15, 83-99.
Teo, L. X., Leng, H. K., & Phua, Y. X. (2019). Marketing on Instagram. International Journal of Sports Marketing and Sponsor-ship, 20(2), 321–332. https://doi.org/10.1108/ijsms-04-2018-0028
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, ex-pertise, and the role of fit on brand atti-tude, purchase intent and brand beliefs. Journal of advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
Torres, P., Augusto, M., & Matos, M. (2019). An-tecedents and outcomes of digital influ-encer endorsement: An exploratory study. Psychology & Marketing, 36(12), 1267–1276. https://doi.org/10.1002/mar.21274
Trivedi, J., & Sama, R. (2020). The Effect of In-fluencer Marketing on Consumers’ Brand Admiration and Online Purchase Inten-tions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103–124. https://doi.org/10.1080/15332861.2019.1700741
von Mettenheim, W., & Wiedmann, K. P. (2021). The complex triad of congruence issues in influencer marketing. Journal of Consumer Behaviour, 20(5), 1277-1296. https://doi.org/10.1002/cb.1935
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influ-encer Marketing: A systematic review, In-tegrative Framework and future research agenda. International Journal of Consum-er Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Xiao, L., Saleem, A., Tariq, S. M., Ul Haq, J., & Guo, M. (2021). I Wish I Could Be Like Her/Him! How Self-Congruence Stimu-lates a Desire to Mimic. Journal of Theo-retical and Applied Electronic Commerce Research, 16(7), 3025–3042. https://doi.org/10.3390/jtaer16070165
Zhou, L., Jin, F., Wu, B., Chen, Z., & Wang, C. L. (2023). Do fake followers mitigate influ-encers’ perceived influencing power on social media platforms? The mere num-ber effect and boundary condi-tions. Journal of Business Research, 158, 113589.