Abstract
Influencer marketing has played a significant role in marketing to present its products on a digital platform. In this study, we are trying to gauge the effectiveness of healthcare and fitness influencers on Instagram. More specifically, the researchers are trying to find how the one-way interaction and the influencer's credibility are related to purchasing intention. Also, the researchers are trying to find the indirect relationship between purchase intention and social attractiveness, physical attractiveness, and attitude homophily. The researchers have used a linear regression process to analyse the data. This research paper studied the effect on purchase intention due to both source credibility and PSI. We also found the indirect relationship between purchase intention and attitude homophily, physical attractiveness and social attractiveness. Again, these outcomes will benefit both the companies and the bloggers to gain a competitive advantage over other market players. In this research paper, we have studied the consumer buying behaviour of a particular segment (healthcare and fitness) on Instagram. Also, our respondents are located in various parts of India. Due to these reasons, the researcher cannot generalize their results to other media platforms and other segments. The authors find that the source's credibility has a greater impact on purchase intention than a single source of interaction between the user and the influencer. Both credibility and Para social interaction displayed a positive relationship to purchase intention.
Highlights
Social networking sites have gained so much popularity in so little time
This research paper studied the effect on purchase intention due to both source credibility and Para Social Interaction (PSI)
We found the indirect relationship between purchase intention and attitude homophily, physical attractiveness and social attractiveness
Summary
Individuals worldwide are eager to open their social media accounts across all types of networking sites. The first reason is that the user is interested in gathering some information. The third reason is that the user is searching for those contents which might help him/her to change their current mood [2]. In the year 2020, there are more than 65 social networking sites present online. Some of the famous names are Facebook, Instagram, Twitter, etc [3]. These media users are present across most of the social networking sites to increase their connectivity and, in turn, increasing the ease of gathering information about anything and everything they are passionate about [4]
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