The role of influencer content value and credibility in purchase intention
Influencer marketing is a prominent strategy for engaging young consumers via social media. This study aimed to explore the effects of different dimensions of influencer value of content and influencer credibility on purchase intention among young Egyptian adult consumers. Employing a descriptive-ex...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-07-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22521/IM_2025_03_Shaheen.pdf |
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| author | Ahmad Shaheen Abdullah Khataan Abdelrehim Awad Anwar Yahia Shams Eldin Awadia Elnour |
| author_facet | Ahmad Shaheen Abdullah Khataan Abdelrehim Awad Anwar Yahia Shams Eldin Awadia Elnour |
| author_sort | Ahmad Shaheen |
| collection | DOAJ |
| description | Influencer marketing is a prominent strategy for engaging young consumers via social media. This study aimed to explore the effects of different dimensions of influencer value of content and influencer credibility on purchase intention among young Egyptian adult consumers. Employing a descriptive-explanatory design, survey data were collected from 633 social media users. Analysis via Structural Equation Modeling (SEM) revealed that all examined dimensions of influencer content value significantly and positively influence purchase intention, with entertainment value (r = 0.878 in correlation analysis, SEM estimate = 0.150) and functional value (r = 0.819 in correlation, SEM estimate = 0.118) demonstrating particularly strong contributions. Regarding influencer credibility, perceived trustworthiness (r = 0.918 in correlation, SEM estimate = 0.218) and perceived similarity (r = 0.923 in correlation, SEM estimate = 0.280) exhibited the most substantial positive impacts on purchase intention; perceived expertise and attractiveness also yielded significant, albeit comparatively moderate, effects. These findings underscore the critical, differentiated roles of specific content value and credibility facets in shaping consumer purchase decisions within the Egyptian youth market, offering actionable insights for optimizing influencer marketing strategies.
AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program. |
| format | Article |
| id | doaj-art-8a0fbc54da094fd888c61b5d040b407a |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-8a0fbc54da094fd888c61b5d040b407a2025-08-20T03:30:36ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-07-01213143010.21511/im.21(3).2025.0222521The role of influencer content value and credibility in purchase intentionAhmad Shaheen0https://orcid.org/0009-0002-5677-1990Abdullah Khataan1https://orcid.org/0009-0004-6279-1685Abdelrehim Awad2https://orcid.org/0009-0005-3649-430XAnwar Yahia Shams Eldin3https://orcid.org/0000-0002-5853-7420Awadia Elnour4https://orcid.org/0000-0003-2101-0171Ph.D., Assistant Professor, College of Management and Technology, Department of Marketing, Arab Academy for Science, Technology and Maritime Transport, EgyptPh.D., Assistant Professor, College of Management and Technology, Department of Marketing, Arab Academy for Science, Technology and Maritime Transport, EgyptPh.D., Assistant Professor, College of Business, Department of Business Administration, University of Bisha, Bisha 61922, Saudi ArabiaPh.D., Assistant Professor, College of Business, Department of Business Administration, University of Bisha, Saudi ArabiaPh.D., Assistant Professor, College of Business, Department of Business Administration, University of Bisha, Bisha 61922, Saudi ArabiaInfluencer marketing is a prominent strategy for engaging young consumers via social media. This study aimed to explore the effects of different dimensions of influencer value of content and influencer credibility on purchase intention among young Egyptian adult consumers. Employing a descriptive-explanatory design, survey data were collected from 633 social media users. Analysis via Structural Equation Modeling (SEM) revealed that all examined dimensions of influencer content value significantly and positively influence purchase intention, with entertainment value (r = 0.878 in correlation analysis, SEM estimate = 0.150) and functional value (r = 0.819 in correlation, SEM estimate = 0.118) demonstrating particularly strong contributions. Regarding influencer credibility, perceived trustworthiness (r = 0.918 in correlation, SEM estimate = 0.218) and perceived similarity (r = 0.923 in correlation, SEM estimate = 0.280) exhibited the most substantial positive impacts on purchase intention; perceived expertise and attractiveness also yielded significant, albeit comparatively moderate, effects. These findings underscore the critical, differentiated roles of specific content value and credibility facets in shaping consumer purchase decisions within the Egyptian youth market, offering actionable insights for optimizing influencer marketing strategies. AcknowledgmentThe authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22521/IM_2025_03_Shaheen.pdfinfluencer content valueinfluencer credibilitypurchase intention |
| spellingShingle | Ahmad Shaheen Abdullah Khataan Abdelrehim Awad Anwar Yahia Shams Eldin Awadia Elnour The role of influencer content value and credibility in purchase intention Innovative Marketing influencer content value influencer credibility purchase intention |
| title | The role of influencer content value and credibility in purchase intention |
| title_full | The role of influencer content value and credibility in purchase intention |
| title_fullStr | The role of influencer content value and credibility in purchase intention |
| title_full_unstemmed | The role of influencer content value and credibility in purchase intention |
| title_short | The role of influencer content value and credibility in purchase intention |
| title_sort | role of influencer content value and credibility in purchase intention |
| topic | influencer content value influencer credibility purchase intention |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/22521/IM_2025_03_Shaheen.pdf |
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