The Impact of Instagram Influencers on Purchase Intention towards Fashion Products among Young Adults

Yew, Soon Wei (2023) The Impact of Instagram Influencers on Purchase Intention towards Fashion Products among Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Several previous studies have been conducted to examine the impact of social media influencers on purchase intention, rather than focusing exclusively on the impact of Instagram influencers on purchase intention. Furthermore, academics who have studied the impact of social media influencers on purchase intention will only focus on other products, such as skincare and cosmetics, while fashion products are still rarely included in the scope. As a result, there is a lack of research examining the impact of Instagram influencers on fashion product purchase intentions. Therefore, this research is going to purposely study the impact of Instagram influencers on purchase intention towards fashion products among young adults. The research objectives were to examine the impact of Instagram influencers’ attributes on young people's purchase intention, to study online engagement of young adults towards Instagram influencers who promoted the fashion products, and also to identify the attitude of young adults toward the brand that is promoted by Instagram influencers. The researcher has decided to use online surveys distributed using Google Forms as a quantitative research approach to collect data from respondents. Besides, purposive sampling will be utilised for researcher to gather data from the 150 selected young adults aged between 18-39 years old who are interested in fashion products, living in Klang Valley and at least having an Instagram account. The results from this study revealed that the attributes of Instagram influencer are positively related to brand attitude, affective online engagement and purchase intention. However, only trustworthiness significantly influences purchase intention while expertise and attractiveness possessed by Instagram influencers have no significant impact on purchase intention. Young adults would listen more to the Instagram influencers with trustworthiness as they believe in them