Resumo

The rapid expansion of the internet has increased individuals' presence on social media platforms, where they share information and build relationships. This constant sharing functions as electronic word of mouth (eWOM), influencing consumer behaviors and increasing the likelihood of purchases. Digital influencers are critical in connecting brands with consumers, enhancing recognition, market positioning, and boosting sales.

The objective of this study is to analyze the impact of digital influencer marketing on consumers' purchase intentions, focusing on factors such as attractiveness, congruence between influencer and brand, engagement, credibility, and trust. The research problem addresses how these factors influence consumer behavior and purchase decisions.

The study explores how digital influencers impact consumer behavior and purchase intentions. Key factors include attractiveness, congruence between influencer and brand, engagement, trust, and credibility. Influencer marketing significantly affects consumer attitudes and behaviors at every purchase process stage. Trust enhances brand image and satisfaction, while credibility positively influences followers' attitudes. Attractiveness and congruence with the brand are critical for effective influencer marketing, impacting engagement, trust, and credibility, which drive purchase intention.

A quantitative approach was used, collecting data through an online survey with 207 respondents. The survey measured constructs such as attractiveness, congruence between influencer and brand, engagement, trust, credibility, and purchase intention using a 7-point Likert scale. Partial least squares structural equation modeling (PLS-SEM) was applied for analysis.

The analysis showed that attractiveness positively impacts engagement, trust, and credibility. Congruence between influencer and brand significantly affects consumer trust and credibility, which in turn enhances purchase intention. Engagement with the influencer was the strongest predictor of purchase intention, indicating the importance of interactive content. Interestingly, trust alone did not significantly impact purchase intention, suggesting other factors may play more dominant roles.

The study concludes that digital influencer marketing significantly influences consumer behavior through attractiveness, congruence, engagement, and credibility. Brands should prioritize attractive influencers who align with their values and can engage their audience effectively. The findings provide insights for brands to enhance their marketing strategies by leveraging the strengths of digital influencers.

Belanche, D., Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers' attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The Perceived Fit between Instagram Influencers and the Endorsed Brand: How Influencer–Brand Fit Affects Source Credibility and Persuasive Effectiveness. Journal of Advertising Research, 59(4), 440-454