| Keywords [eng] |
Instagram influencers, influencer-product congruence, perceived value, purchase intention, hedonic products, FOMO, influencer marketing, cosmetics industry. |
| Abstract [eng] |
This study explores the impact of Instagram influencers and influencer-product congruence on perceived value and purchase intentions for hedonic cosmetic products. The research aims to understand how the alignment between influencers, their followers, and the products they promote influences consumer behavior. Employing the Theory of Planned Behavior (TPB) as the conceptual framework, the study investigates key factors, including influencer credibility, influencer-follower congruence, product involvement, and psychological drivers like Fear of Missing Out (FOMO). A quantitative approach was adopted, combining a comprehensive literature review with empirical analysis of data collected from Instagram users in Vilnius, Lithuania. The findings reveal that Instagram influencers significantly enhance perceived value and purchase intentions when there is a high degree of congruence between the influencer and the product. Perceived value serves as a critical mediator, linking influencer endorsements to consumer purchase behavior. Furthermore, factors such as influencer-follower congruence and product involvement amplify the effectiveness of influencer marketing. FOMO emerges as a potent psychological driver, fostering impulsive purchasing behaviors by creating urgency and social pressure. The study highlights the dual role of hedonic and utilitarian product attributes in shaping consumer preferences, with Instagram acting as a powerful platform for visually-driven and emotionally engaging marketing strategies. These insights underscore the importance of strategic influencer selection and authentic content creation in optimizing marketing outcomes. The research provides practical implications for marketers in the cosmetics industry, offering a roadmap for leveraging influencer marketing to drive consumer engagement and brand loyalty. |
