Peer-reviewed
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
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.
• Online celebrity endorsements are perceived to be credible and trustworthy when communicating marketing messages. • Personal experience of online celebrities enhances the credibility of their communication. • Female online celebrities are most influential, as these categories are more credible and relevant to young women. • No negative reviews regarding products are posted by users in order to maintain a positive online self-presentation
• Online celebrity endorsements are perceived to be credible and trustworthy when communicating marketing messages. • Personal experience of online celebrities enhances the credibility of their communication. • Female online celebrities are most influential, as these categories are more credible and relevant to young women. • No negative reviews regarding products are posted by users in order to maintain a positive online self-presentation
Article, 2017