Investigating the Characteristics of Social Media Influencers on Users’ Intention to Buy
Published in SID Conference, 2021
This conference paper investigates the impact of social media influencer characteristics on consumer purchasing behavior. The case study focuses on the garment industry and purchases made through Instagram influencers.
Key Research Areas:
- Social media influencer characteristics and their influence on consumer behavior
- E-commerce dynamics in the garment industry
- Instagram as a marketing and sales channel
Methodology:
- Qualitative and quantitative analysis of influencer-consumer interactions
- Consumer survey data and purchase behavior tracking
- Statistical analysis of conversion metrics and engagement rates
Recommended citation: Dolatzadeh, H. (2021). "Investigating the Characteristics of Social Media Influencers on Users' Intention to Buy." SID Conference. Case Study: Garment Industry on Instagram.
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