The Effects of Social Media Influencers on Online Purchase Intention through the Mediating Role of Attitude towards Advertising and Brand (Case of Study: Followers of Leather Clothing Pages on Instagram)

In the last decade, the use of influencers is one of the most effective ways to verify products and services. The present study aimed the effects of dimensions of social media influencers on online purchase intention with emphasis on the mediating role of attitude toward the advertisement and brand. The statistical population consists of followers of leather clothing pages, 200 of whom were selected as the sample using the non-random sampling method. To collect the data, a questionnaire was used. The hypotheses were tested with the structural equation modelling (SEM) technique based on the partial least squares (PLS) method. The findings revealed that all the characteristics of influencers had a significant effect on the online purchase intention. Although attitude toward advertising had a significant effect on online purchase intention, attitude toward brand did not have a significant effect on online purchase intention. The results showed a significant effect of familiarity, trust, and likeability characteristics on online purchase intention through the mediating role of attitude toward advertising