Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Elmira Djafarova; Chloe Rushworth

doi:10.1016/j.chb.2016.11.009

Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Elmira Djafarova, Chloe Rushworth

Research output: Contribution to journal › Article › peer-review

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Abstract

The growth of Instagram continues, with the majority of its users being young women. This study investigates the impact of Instagram upon source credibility, consumer buying intention and social identification with different types of celebrities. In-depth interviews were conducted with 18 female Instagram users aged 18–30 to determine the extent to which Instagram influences their buying behaviour. The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users. However, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities. Female users are perceptively aware and prefer to follow Instagram profiles that intentionally portray positive images and provide encouraging reviews.

Original language	English
Pages (from-to)	1-7
Journal	Computers in Human Behavior
Volume	68
Early online date	18 Nov 2016
DOIs	https://doi.org/10.1016/j.chb.2016.11.009
Publication status	Published - Mar 2017

Keywords

eWOM
Source Credibility Theory
Halo Effect
celebrity endorsement

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Cite this

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abstract = "The growth of Instagram continues, with the majority of its users being young women. This study investigates the impact of Instagram upon source credibility, consumer buying intention and social identification with different types of celebrities. In-depth interviews were conducted with 18 female Instagram users aged 18–30 to determine the extent to which Instagram influences their buying behaviour. The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users. However, non-traditional celebrities such as bloggers, YouTube personalities and {\textquoteleft}Instafamous{\textquoteright} profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities. Female users are perceptively aware and prefer to follow Instagram profiles that intentionally portray positive images and provide encouraging reviews.",

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AB - The growth of Instagram continues, with the majority of its users being young women. This study investigates the impact of Instagram upon source credibility, consumer buying intention and social identification with different types of celebrities. In-depth interviews were conducted with 18 female Instagram users aged 18–30 to determine the extent to which Instagram influences their buying behaviour. The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users. However, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities. Female users are perceptively aware and prefer to follow Instagram profiles that intentionally portray positive images and provide encouraging reviews.

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JO - Computers in Human Behavior

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ER -

Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Abstract

Keywords

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