Characteristics Do Matter : How Influencers' Characteristics Impact Gen Z's Purchase Intention through Endorsement Posts on Instagram

Lum, Swet Kee (2023) Characteristics Do Matter : How Influencers' Characteristics Impact Gen Z's Purchase Intention through Endorsement Posts on Instagram. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

The gap between Instagram Influencer’s endorsement post and the impact of consumers’ purchase intention. This study was carried out to identify do characteristics matter and how the characteristics of influencer impact the purchase intention of Generation Z. Marketers are facing challenges to find suitable Instagram Influencers to endorse their product towards Gen Z. In this study, the objective is to investigate the reasons that persuade Generation Z to follow Influencers on Instagram and to identify the key characteristics of Instagram Influencers that persuade Generation Z to follow on Instagram and impact Generation Z's purchase intention through endorsement posts on Instagram. To identify the attitude of Generation Z towards the characteristics of influencers, the researcher has collected 100 responses from survey questionnaires using Google Form. This research was conducted on 100 respondents with different groups of age, gender, education, employment and income. Data was collected by a reliable questionnaire, consisting of four sections including Demographics Analysis, Reasons why Generation Z will follow the Influencers, The Key Characteristics of Instagram Influencers that persuade Generation Z to follow on Instagram and The Impact of Influencers’ Characteristics on Generation Z's Purchase Intention through Endorsement Posts on Instagram. Several theories and models are used in the research to better understand the factors