| Keywords [eng] |
Instagram influencer marketing, Influencer characteristics, Consumer purchase intention, Hedonic consumption behavior, Attitude toward the influencer, Theory of Planned Behavior, Social media influence on consumer behavior, Digital marketing effectiveness, Influencer credibility model, Hedonic product marketing |
| Abstract [eng] |
The increasing dominance of social networks has fundamentally changed the practice of modern digital marketing, and Instagram influencers have emerged as significant factors in consumer decision-making, especially in the context of hedonic products. This master's thesis analyzes how the characteristics of Instagram influencers influence consumers' intention to purchase hedonic products, with a particular focus on the mediating role of consumers' attitudes towards the influencer. The study is conducted in the context of hedonic consumption, where emotional appeal, lifestyle symbolism, and experiential value are of paramount importance. The study applies a quantitative methodological approach using primary data collected through a structured online survey. A non-probability convenience sample was selected, focused on active Instagram users aged 18 and over who follow influencers and have experience in purchasing hedonic products. A total of 157 eligible responses were used for the analysis, which were processed using IBM SPSS software. Data analysis included descriptive statistics, reliability testing, Spearman correlation analysis, multiple regression analysis, and mediation analysis. The demographic analysis of respondents showed that about 60% of the respondents were aged 18–29, which reflects the main audience of Instagram users. More than 85% of the respondents were residents of Lithuania, therefore the results of the study correspond to the chosen national context. The empirical results of the study revealed strong and statistically significant relationships between the characteristics of opinion formers and consumers' intention to purchase hedonic products. Spearman correlation analysis showed that all the examined characteristics of opinion formers – authenticity (rₛ = .734), credibility (rₛ = .723), attractiveness (rₛ = .697), proximity/recognizability (rₛ = .724) and expert competence (rₛ = .719) – are positively related to purchase intention (p < .01). In addition, consumers’ attitude towards the opinion former was characterized by a particularly strong relationship with purchase intention (rₛ = .754), emphasizing its essential importance in the consumer decision-making process. The multiple regression model confirmed the overall predictive power of the characteristics of opinion formers (R² = .828; F = 145.11; p < .001). Among all the variables analyzed, the authenticity of the opinion maker (β = .317, p < .001) and the closeness/trustworthiness (β = .275, p < .01) emerged as significant direct factors of consumers’ purchase intention. Other characteristics, although strongly correlated with purchase intention, did not show statistically significant direct effects when considered together. The mediation analysis provided additional insights, revealing that consumers’ attitudes towards the opinion maker significantly mediated the relationship between the characteristics of opinion makers and purchase intention. The mediation model explained 84.5% of the variance in purchase intention (R² = .845), and consumers’ attitudes towards the opinion maker emerged as the strongest predictor variable (β = .416, p < .001). This confirms that the characteristics of opinion makers affect consumers’ behavior primarily by forming positive attitudes, rather than directly promoting spur-of-the-moment purchase decisions. All hypotheses (H1–H6) raised in the study were confirmed at the correlation analysis level, and the results of the regression analysis refined these findings, highlighting authenticity and proximity as the most important characteristics that directly shape purchase intention. In summary, it can be stated that the effectiveness of opinion formers’ marketing in hedonic product categories depends not so much on superficial popularity as on authentic emotional connection, perceived trustworthiness, and consumer attitude formation. |
