Purpose
This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan.
Design/methodology/approach
The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate.
Findings
The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI.
Research limitations/implications
This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform.
Practical implications
The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research.
Social implications
Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective.
Originality/value
This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.
Sosyal Medya Reklamları Etkili Midir Algının ve Tutumun Satın Alma Niyetine Etkisinde Ünlü Desteğinin Aracı Rolü : Y Kuşağı Üzerinde Bir Araştırma(Are Social Media Ads Effective The Mediating Role of Celebrity Endorsement in the Effect of Perception and Attitude on the Purchase Intention: A Study on the Y Generation)
