From Trust to Transaction
The Role of Micro-Influencer Image Satisfaction and Advertising Trust in Shaping Purchase Intentions
Bibliographic Data
| ID | 21605797 |
|---|---|
| Authors | Shikha Karamchandani (0000-0003-2042-1665, RV University, corresponding author), Shivangi Shukla (Narayana Business School, Ahmedabad, Gujarat, India), Komal Shukla (0000-0001-7082-6017, Anand Institute of Management and Information Science, Anand, Gujarat, India) |
| Year | 2025 |
| Publication date | 2025-01-02 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Journal of Creative Communications (JOURNAL) |
| Journal identifiers | ISSN: 0973-2586 • E-ISSN: 0973-2594 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/09732586241305769 |
| OpenAlex | W4405998313 |
| Language | EN |
| References cited | 67 |
This research tries to explore the factors that contribute to forming attitudes towards micro-influencers on social media. We explore the antecedents through which social media influencers (SMIs) create image satisfaction and advertising trust leading to purchase intention. Taking a sample of 320 Instagram users in Gujarat state, India, the conceptual model was tested using Structural Equation Modelling on AMOS and SPSS statistical software. The study examined the hypothesis testing the attitudes of consumers (image satisfaction and advertising trust) towards SMIs. It was hypothesised that three variables, namely attractiveness, originality and expertise positively affect attitudes of consumers. Through analysis, it was found that all hypotheses were supported except two. Expertise did not impact image satisfaction significantly, and advertising trust did not impact purchase intention significantly. A complete theoretical framework is presented based on the influence of micro-influencers who are increasingly being used for advertising and marketing. This study provides a thorough understanding of the variables influencing purchasing intention, which benefits both academics and practitioners
Advertising · Attractiveness · Business · Conceptual framework · Conceptual model · Creativity · Database transaction · Influencer marketing · Marketing management · Originality · Purchasing · Relationship marketing · Sociology · Structural equation modeling · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
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| Citation velocity | historical |
|---|---|
| Highly cited | No |