Investigating the Impact of Influencers', Characteristics, Contents, and Trustworthiness on Consumers' Purchase Intention - Rigeo
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REVIEW OF INTERNATIONAL GEOGRAPHICAL EDUCATION
ISSN: 2146-0353 ● © RIGEO ● 11(6), SPRING, 2021
www.rigeo.org Research Article
Investigating the Impact of Influencers’,
Characteristics, Contents, and Trustworthiness
on Consumers’ Purchase Intention
Kholod Khalid Aggad1 Fauziah Sh Ahmad2
Azman Hashim International Business schoolUniversiti Teknologi Azman Hashim International Business school
Malaysia Universiti Teknologi Malaysia
&
College of Business Administration, University of Business and
Technology, Jeddah, Saudi Arabia
Suzilawati Kamarudin 3
Azman Hashim International Business schoolUniversiti Teknologi
Malaysia
&
College of Business Administration, University of Business and
Technology, Jeddah, Saudi Arabia
Abstract
This study aims to measure the effect of influencer characteristics, content by influencer, and
trustworthiness of influencer on consumers’ purchase intention along with mediating role of brand attitude
in Saudi Arabia. A cross-sectional study design was used to collect data from 260 random customers from
different shopping malls in Saudi Arabia. The data analysis was performed using structural equation
modeling with Smart PLS. The results show that characteristics of influencer, content by influencer, and
brand attitude positively affect consumers’ purchase intention. In contrast, the trustworthiness of
influencer does not affect consumer purchase intention. In contrast, brand attitude mediates the
relationship between content by influencer, the trustworthiness of influencer, and consumers’ purchase
intention while it negatively mediates the relationship between influencer and consumers’ purchase
intention. The findings of this study can support fashion brands marketers to identify the compelling social
media influencer personality to promote their products to develop the brand attitude and generate
maximum revenue.
Keywords
Social media influencer; purchase intention; social media; fashion sector; Saudi Arabia
To cite this article: Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’,
Characteristics, Contents, and Trustworthiness on Consumers’ Purchase Intention. Review of International
Geographical Education (RIGEO), 11(6), 885-902. doi: 10.48047/rigeo.11.06.106
Submitted: 10-10-2020 ● Revised: 14-12-2020 ● Accepted: 18-02-2021© RIGEO ● Review of International Geographical Education 11(6), Spring 2021
Introduction
Globally, social media channels offer unlimited access to a wide range of information about all
kinds of industries, i.e., education, economics, tourism, healthcare, etc.(Chetioui, Benlafqih, &
Lebdaoui, 2020); it becomes a daily routine for its users (Pentina, Guilloux, & Micu, 2018). Social
media's rising popularity encourages brands to appoint social media influencers who can endorse
the brands on their channel, significantly influencing followers’ perceptions of their
communications style (WARC, 2021). At the same time, the influencers’ marketing trends are
increasing globally (Schomer, 2019; Singh, Crisafulli, & Xue, 2020). A report published by the “World
Federation of Advertisers” highlighted that over two-thirds of brands around the world intend to
advertise through social media influencers (WFA, 2018), expected the marketing spending would
reach USD15 billion by 2022 (Schomer, 2019). Previously companies used to assign celebrities
based on their social status and fame to promote their brands through traditional media
marketing techniques, i.e., television, radio, newspaper, and billboards (Cant & Wiid, 2016; Durmaz
& Efendioglu, 2016; Jernigan et al., 2017). Since the last decade, the popularity of “social media
channels” leading a rising identification of influencers marketing (Xu & Pratt, 2018). A highly
growing number of influencers’ followers navigating the emergence of a widely rising marketing
importance in several sectors. As a result, fashion is one industry where influencer marketing has
received much attention in recent years (Anuar et al., 2020; Chetioui et al., 2020; Jin, Ryu, &
Muqaddam, 2021; Park & Kim, 2016).
According to Lang and Armstrong (2018) with the emergent stresses in the fashion sector,
customers are trying to be more fashionable, in which fashion market trends significantly influence
their purchasing intention. Fashion influencers are often at the forefront to promote such recent
styles (Chetioui et al., 2020). Fashion influencers are social media personalities with many followers
who provide fashion content on their channels (Jin et al., 2021; Park & Kim, 2016). They have great
potential to convince their followers’ purchase intention towards a brand. They are supposed to
be innovative players in the fashion sector since they attract customers with unique appeal in
fashionable products (Anuar et al., 2020).
According to Lang and Armstrong (2018) limited empirical studies show the link between fashion
influencers and consumers' purchase intention, and the mediating role of brand attitude (Sallam
& Wahid, 2012). The aim of this study is to investigate this gap by knowing the impact of contents
by influencer, characteristics of influencer, and trustworthiness of influencer on brand attitude and
consumers’ purchase intention while brand attitude also playing a mediating role between
contents by influencer, characteristics of influencer, and trustworthiness of influencer and
consumers’ purchase intention. Veirman, Cauberghe, and Hudders (2017) suggested that
marketers should identify the best influencers that could promote their brands in a better way, as
dynamic influencers obtain powerful, convincing skills to encourage maximum followers. Prior
studies highlighted several assessment indicators to evaluate influencers credibility, i.e., number of
followers, number of posts every day, number of likes, number of views, number of comments,
trustworthiness, contents, and characteristics congruence to the customers and brand (Choi &
Rifon, 2012; Freberg et al., 2011; Jabr & Zheng, 2014; Lee & Koo, 2012).
However, a lack of studies was conducted to investigate the effect of influencer credibility on
customers' purchase intention towards fashion brands, particularly in developing countries
(Chetioui et al., 2020; Phau, Teah, & Chuah, 2015). This study investigates the effect of influencer
content, characteristics of influencer, and trustworthiness of influencer on brand attitude and
consumers’ purchase intention towards fashion brands in Saudi Arabia. This study developed a
model that integrated the theory of planned behavior (Ajzen, 1991) with other theoretical
outcomes revealed in prior studies to investigate this relationship. However, this study has three
rational contributions. First, it will be an excellent roadmap for advertisers and marketers in the
fashion industry to understand the main factors to consider while selecting appropriate social
media influencers. Second, it acknowledges how influencer marketing techniques significantly
contribute to consumers’ purchase intention in the fashion industry, lacking empirical studies. Third,
the structural equation modeling technique through Smart PLS will test the link between the
proposed hypotheses.
This study is setted to organized as bellow: Section 1 covers the detailed discussion on the
background of social media influencer, consumers’ purchase intention towards the fashion
industry, gap, and aim of this study; section 2 covers the concept of social media influencer
marketing, brand attitude, and purchase intention with the underpinning theory foundation;
Section 3; development of hypothesis and framework; Section 4 consists of the study sample, data
886Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’, Characteristics…
collection protocols, and methods used are derbies. Finally, data analysis, discussion, implications,
limitations, and conclusions are presented in sections 5 and 6.
Theoretical background
The concept of influencer marketing
The rising reputation of social media leading to new marketing techniques, i.e., influencer
marketing (Chetioui et al., 2020; Jin et al., 2021; Veirman et al., 2017). Since social media users are
widely increasing, its feature allows the users to share their original experiences and thoughts with
their colleagues. However, influencer marketing approaches are altered from “traditional word -
of-mouth marketing techniques”, in that approach, marketers allow them to attract more visibility
and control over advertising results. Marketers can easily track the likes, views, and comments on
influencers’ posts associated with their services or products (Veirman et al., 2017). TapInfluence
(2019) reported that influencer marketing approaches are eleven times more effective than
traditional marketing mediums. Mainly, the consumers of fashion products are millennials, which is
easy for influencers to engage them with their creative posts (Pate & Adams, 2013). The young
generation strongly believes in the fashion industry influencer (Palfrey & Gasser, 2011; Phau et al.,
2015).
The concept of purchase intention
According to Huang et al. (2011) purchase intention defines the customers' willingness or plans to
buy a specific product or service in the future. The theory of planned behavior highlighted that a
consumer interested in buying a product enhances the maximum chance of executing the
behavior (Carfora et al., 2019). Prior studies on influencer marketing suggested that influencer
credibility influences brand attitudes and consumers’ purchase intention (Anuar et al., 2020;
Pradhan, Duraipandian, & Sethi, 2016). Accordingly Lim et al. (2017) stated that the recognized
influencers significantly impact consumers’ purchase intention. Another study by Sallam and
Wahid (2012) suggested that brand attitude significantly mediated the consumers’ purchase
intention. brand quality, attitude, image, and information about the brand revealed a strong
influence on consumers’ purchase intention (Chetioui et al., 2020; Tariq et al., 2013). Gunnarsson,
Aydin, and Hitijahubessij (2018) and Pornsrimate and Khamwon (2020) stress that the influencers’
contents and characteristics significantly influence the consumers’ purchase intention. Wiedmann
and Mettenheim (2021) found that a higher level of trust of influencers leads to a higher purchase
intention of the consumers in the fashion industry (Chetioui et al., 2020). In the results, marketers
consider higher purchase intention a fundamental element of purchase decision (Raza et al.,
2018).
Theory of Planned Behavior
This study has chosen the extended “theory of planned behavior” (TPB) proposed by Ajzen (1991)
and Carfora et al. (2019). Several scholars use TPB to investigate the factors that predicate
humans' behavioral choices (Belanche et al., 2019; Hegner, Fenko, & Teravest, 2017; Saleem et
al., 2021). The fundamental determinant of behavior, according to TPB, is an individual's decision
whether carrying to engage in a particular behavior. Mainly, extended TPB based on attitude,
trust, and intention reflect an individual’s specific behavior (Carfora et al., 2019). The intention is
the primary construct of the theory, which is influenced by attitude. Ajzen (2011) reported that
intention is directly associated with trust, attitude, and subjective norms towards a particular
behavior. Trust plays a substantial role in developing positive and decisive decisions to buy
(Giudice, Cavallo, & Vecchio, 2018; Glaser, 2000) and it proved an essential predictor with TPB
application to justify the purchase intention (Carfora et al., 2019; Mazzocchi et al., 2008; Menozzi
et al., 2017).
The present study used extended TPB to investigate influencer credibility's impact on the
consumers’ purchase intention towards fashion brands in Saudi Arabia. Prior studies indicated that
attitudes and trust significantly influence consumers’ intention towards fashion brands (Carfora et
al., 2019). Britt et al. (2020) and Pop et al. (2021) contended that influencer's skillful content, trust,
and characteristics directly associate with consumers’ intention to buy. Similarly, Garretson and
887© RIGEO ● Review of International Geographical Education 11(6), Spring 2021
Niedrich (2004) found that brand attitude is the significant predictor of intention, followed by
trustworthiness, content, and influencer characteristics. According to Lobb, Mazzocchi, and Traill
(2007) and Carfora et al. (2019) the TPB is purely predicating the rational approaches of the
consumers since it extended with a dimension, namely trust, that practically alters consumers’
judgments and intention. In conclusion, several authors integrated other dimensions with TPB to
discover exciting research findings for fashion marketers and academicians (Carfora et al., 2019;
Chetioui et al., 2020; Jin et al., 2021). Thus, this study used brand attitude to investigate the
mediating link between trustworthiness, content, and characteristics of influencers' consumers'
purchase intention.
Conceptual Framework and hypothesis Development
Characteristics of Influencer
Erdogan (1999) noted that the characteristics are simply “a stereotype of positive associations to
a person and entails not only physical attractiveness but also other characteristics such as
personality and athletic ability”. Conversely, the social media influencer adop ts several trends to
present unique characteristics that attract a wide range of followers (Guo et al., 2020; Waldt,
Loggerenberg, & Wehmeyer, 2009). Accordingly, Wang and Scheinbaum (2018) identified that
influencers’ unique characteristics deliberated as the critical determining factor in delivering
valuable brand messages. Although several other researchers reported that even though the
characteristics strongly affect their evaluations, it does not influence maximum consumers’ to buy
the products advertised by their favorite influencer. i.e., Wang and Scheinbaum (2018) reported
that marketers commonly consider marketers' physical characteristics in designing their brands'
promotional campaigns. They have a panoramic influence in shaping the brand attitude and
consumers’ intention to buy. Another study by Lou and Yuan (2019) found that influencers’
characteristics shape the consumers’ intention in the content and establish the brand attitude,
affecting consumers' purchase intention. Thus, referring to the above arguments and discussion,
this study developed the following hypothesis:
H1: Characteristics of social media influencer positively affect the consumers’ purchase intention
towards fashion brands and (H2) brand attitude.
Content by Influencer
Social media influencer content is defined as an attribute that influencers present uniqueness of
their posted content, i.e., picture, video, voice notes, or written messages that influence peers
(Casaló, Flavián, & Ibáñez-Sánchez, 2020; Fernandes, 2018). They generate content on their social
media channels that correspond to their main interests, showing their strength in particular areas
(Fernandes, 2018; Gómez, 2019). Prior studies pointed out that creative or unique content strongly
encourages consumer engagement (Godey et al., 2016; Hollebeek & Macky, 2019) and
enhances the brand attitude (Saleem et al., 2021; Veirman et al., 2017). Mainly, previous studies
discussed that the influencer messages influence an individual’s intention by presenting strong
sources of information that develop the brand's perceived value (Bruhn, Schoenmueller, &
Schäfer, 2012; Kim et al., 2013; Wang & Scheinbaum, 2018). An empirical study conducted by Britt
et al. (2020) discussed that content by influencer presents the overall value of products or services
they promote.
Furthermore, they found that the influencer's unique content significantly influences the
consumers’ purchase intention, ultimately impacting the brand attitude. Accordingly, Lou and
Yuan (2019) stated that the influencers’ enjoyable and informative content significantly
demonstrates consumers’ purchase intention and brand attitude. Loude (2017) argues that
influencer post the irrelevant or presents with extra information about the brand bothers the
audience to watch and understand, which insignificantly impacts the brand attitude, ultimately
reducing the sale of a brand (Agnihotri et al., 2012; Singh et al., 2020). Thus, referring to the above
arguments and discussion, this study developed the following hypothesis.
H3: Content by social media influencer positively affect the consumers’ purchase intention
towards fashion brands and (H4) brand attitude.
888Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’, Characteristics…
Trustworthiness
Waldt et al. (2009) defined trustworthiness as “the honesty, integrity, and believability the endorser
possesses” . Trustworthiness is “the degree of confidence that consumers place on influencers’
intent to convey the assertions they consider most valid”(Ohanian, 1990). The social media
influencers’ trustworthiness develops when their followers observe them as dependable, reliable,
sound, honest, and trustworthy (Ceyhan et al., 2018; Munnukka, Uusitalo, & Toivonen, 2016). The
intense loyalty and trust between the influencers and followers have positively affected the
brands' sales advertised by the influencer (Ohanian, 1990; Wiedmann & Mettenheim, 2021). Full
Screen Insights and Shareable (2018) investigated that influencer trustworthiness positively affects
the purchase intention of their followers. They found more than 50 percent of a sample aged
between 18- and 24-years old buy things advertised by their followed influencers. They confirmed
the trustworthiness of influencers plays a critical role in building brand attitude (Full Screen Insights
and Shareable, 2018). Another empirical study by Wang and Scheinbaum (2018) investigated that
the trustworthiness of fashion industry influencers is more substantial than other industries, which
significantly attract and change the consumers’ attitude towards fashion brands. Bruhn et al.
(2012) stated that the influencers are more assertive to affect the brand attitude and consumers’
purchase intention than traditional media marketing techniques. The trustworthiness of consumers
on influencers develops an intense brand attitude of the fashion brands. Therefore, ALnasser et al.
(2019) argued that in Saudi Arabia, a lack of studies was conducted to investigate the influence
of influencers’ trustworthiness on the brand attitude and consumers’ purchase intention. Based on
the above discussion and arguments, this study developed the following hypotheses:
H5: Trustworthiness of social media influencers positively affects the consumers’ purchase intention
towards fashion brands and (H6) brand attitude.
Brand Attitude
Brand attitude is the overall evaluation of a brand by consumers (Kim & Lee, 2020; Kudeshia &
Kumar, 2017; Percy & Rossiter, 1992). Hussain et al. (2020) discussed that brands’ attitude, image,
knowledge, and quality are the fundamental dimensions determining consumers’ purchase
intention. It assesses satisfactory or un-satisfactory responses to brand-related convictions or stimuli
(McClure & Seock, 2020). A cheerful consumer’s attitude towards a brand resulting from its
assessment in continuous liking and following the brand (Vodák et al., 2019). That also leads to a
significant effect on the consumer’s purchase intention. Prior studies examine the association
between brand attitude and consumers’ purchase intention. For example, Pradhan et al. (2016)
determine that the “brand attitudes cause a more significant impact on purchase intentions as
the motivation of the consumer is increased”. Furthermore, previous studies show that practical
promotional activities significantly build a strong brand attitude that directly affects the
consumers’ purchase intention (Homer & Kahle, 1990; MacKenzie, 1986; MacKenzie & Lutz, 1989).
In addition, TPB presents that endorsement for the model that brand attitude leads to consumers’
purchase intention (Giudice et al., 2018; Glaser, 2000). Moreover Kudeshia and Kumar (2017)
found that the purchase intention partially depends on the consumers’ attitude towards the
brand. Hence, Veirman et al. (2017) argue that consumers’ purchase intention evolves due to the
attitude toward a particular brand. Therefore, limited studies investigate the influence of brand
attitude on consumers’ purchase intention in Saudi Arabia (Mohammed, 2021). The following
hypothesis was developed based on the above discussion and arguments:
H7: Brand attitude positively affects the consumers’ purchase intention towards fashion brands.
The mediating role of brand attitude
Brand attitude is a valuable construct to envisage the consumers’ purchase intention (Chaudhuri,
1999). A company's purpose of stimulating influencers to endorse their specific products to a
particular audience to develop a positive image of their brand among their considerable number
of consumers (Kudeshia & Kumar, 2017). Probably the mainstream influencers integrate some
unique components, i.e., believable, accessible, and intimate to the followers as they can directly
interact with the targeted audiences (Blight, 2022; Hooper, 2020; Thornton, 2018). Most of the
companies relying on marketing activities to promote their brands, which significantly affects the
889© RIGEO ● Review of International Geographical Education 11(6), Spring 2021
consumers’ purchase intention (Gupta et al., 2021) promotional activities by the influencer
significantly maximizes consumers’ confidence to buy and reduces their uncertainty in the buying
process (Lee & Eastin, 2020). Influencers’ marketing strategies leisurely approach the maximum
audiences, uplifts the brand attitude and awareness (Ahn, Back, & Lee, 2019; Jäkel, 2020;
Smilansky, 2017). Accordingly, Chu and Chen (2019) discussed that social media influencers
attach emotional and rational approaches that ultimately affect their followers’ attitudes and
purchasing decisions. Recently, Campbell and Farrell (2020) found that influencer marketing
significantly affects brand attitude and purchase intention. Prior studies identified that consumers'
particular beliefs mainly develop brand attitudes (Becker-Olsen, Cudmore, & Hill, 2006). ALnasser
et al. (2019) argues that some social media influencers post inaccessible information about the
brand, negatively affecting brand attitude and purchase intention (Gan et al., 2019). Thus,
Ramesh et al. (2019) argue a lack of studies to know the mediating effect of brand attitude. On
behalf of the above literature discussion, this study proposed the following hypothesis.
H8: Brand attitude mediates the relationship between characteristics of social media influencer
and consumers’ purchase intention towards fashion brands
H9: Brand attitude mediates the relationship between content by social media influencer and
consumers’ purchase intention towards fashion brands
H10: Brand attitude mediates the relationship between the trustworthiness of social media
influencer and consumers’ purchase intention towards fashion brands
Study Framework
This study framework (see Figure. 1) which mainly based on the TPB (Ajzen, 1991); other relevant
constructs were formed from recent studies (Childers et al., 2001; POTURAK & SOFTIC, 2019;
Schivinski & Dąbrowski, 2013; Yoo, Kim, & Sanders, 2015). This study investigates the influence of
characteristics of influencers, content by influencers, and the trustworthiness of influencer on
brand attitude and consumers’ purchase intention towards fashion brands in Saudi Arabia. At the
same time, brand attitude also plays a mediating role. Based on Carfora et al. (2019) extended
TPB, trust, attitude, and intention are put forward. Accordingly, H1, H2, H3, H4, H5, H6, and H7
indicate a direct path relationship between characteristics of influencer, content by influencers,
the trustworthiness of influencer, brand attitude, and purchase intention. H8, H9, and H10
indicating the mediation effect of brand attitude between characteristics of influencer, content
by influencers, the trustworthiness of the influencer, and purchase intention
Figure 1. Research model
Methodology
Data collection
This study used a convenience sampling technique to collect primary data from 260 random
customers visiting shopping malls in Jeddah, Saudi Arabia. Respondents were approached in red
Sea Mall, Mall of Arabia, and Haifaa Mall, located in Jeddah. An online survey form was circulated
to the respondents and requested their voluntary participation in the study. Nevertheless, the
social media influencer concept is still novel for Saudi Arabian citizens (Al-Nasser & Mahomed,
2020; Almakbuli, Khan, & Ahmed, 2021; ALnasser et al., 2019; Alnasser et al., 2020). For a better
understanding of the influencer concept, this study asked relevant questions presenting influencer
characteristics. Hence, Tables 1 and Table 2 shows demographic information and descriptive
890Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’, Characteristics…
statistics scores of the constructs.
Table 1.
Demographic information and Basic Questions
Indicators Frequency Percent
Gender
Male 56 21.5
Female 204 78.5
Age (in the year)
18 - 25 85 32.7
26 - 32 80 30.8
33 - 40 66 25.3
Above 41 29 11.2
Education level
High school 29 11.2
Bachelor 176 67.7
Masters 40 15.4
Doctorate 14 5.3
Other (please specify) 1 .4
What is your monthly income?
SAR 1,001 to 2,000 41 15.8
SAR 2,001 to 3,000 52 19.9
SAR 3,001 to 4,000 25 9.7
More than SAR 4,001 142 54.6
Select the following social media channel you usually use?
Facebook 123 47.3
Instagram 80 30.7
YouTube 45 17.30
Twitter 12 4.61
Approximately how much time do you spend on social media channels by every day?
less than 1 hour 12 4.6
1 – 2 hours 34 13.1
2 – 3 hours 73 28.1
More than 3 hours 141 54.2
Do you know about social media influencers?
Yes 248 95.4
No 12 4.6
Select the social media sites where you follow one/more social media influencer
Facebook 120 46.2
Instagram 87 33.43
YouTube 30 11.53
Twitter 23 8.84
How many influencers do you follow on social media?
Less than 5 59 22.69
5 – 10 108 41.53
11 – 20 44 16.92
More than 20 49 18.84
Did you ever think of purchasing any fashion items advertised by any social media influencer?
If yes, then please tick the category of item.
Apparel 58 22.30
891© RIGEO ● Review of International Geographical Education 11(6), Spring 2021
Shoes 30 11.53
Decoration 22 8.46
Makeup things 87 33.49
Accessories 22 8.46
Jewelry 41 15.76
How much do you spend on shopping for fashion items monthly?
less than SAR 500 143 55.0
SAR 501 to 1,000 72 27.7
SAR 1,001 to 1,500 25 9.6
More than SAR 1,500 20 7.7
Table 2.
Descriptive Statistics (n=260)
Mean Std. Deviation
Characteristics of influencers 3.0231 .73602
Content by Influencers 3.0185 .69079
Trustworthiness of Influencers 2.3338 .79239
Brand attitude 3.0346 .60311
purchase intention 2.8415 .78172
Data analysis
This study applied the “structural equation modeling” (SEM) method to examine the link between
the dimensions or constructs. According to Saleem et al. (2021) the SEM method was considered
to evaluate the study’s framework and “the structural coefficient path estimation.” Principally
social sciences and management sciences studies apply PLS-SEM approaches to investigate the
reliability of the study’s framework within the overall data set (Sarstedt, Henseler, & Ringle, 2011).
Usually, scholars consider two methods of SEM, i.e., “covariance-based (CB-SEM)” and “partial
least square (PLS-SEM)”; nevertheless, the present study applied PLS-SEM approaches probably
has excellent potential to identify the complex relationship between the constructs, i.e. (direct
and indirect), justify the theoretical approaches, and comparatively highlight the values of path
coefficients (Hair, Gabriel, & Patel, 2014). The PLS-SEM methods assess the model appearance
with two statistical techniques, i.e., “a measurement model (inner)” and “a structural model
(outer)” that draws the specific path among the constructs.
Measurement model
The present study used three constructs from the theory of planned behavior known as trust,
attitude, and intention to purchase. Characteristics of influencers, content by influencer are
additional constructs suggested by Trad and Al Dabbagh (2020) to measure the consumers’
purchase intention towards fashion brands in Saudi Arabia. However, the constructs' items were
adapted from previous studies and modified as per the contextual requirements. Five items for
characteristics of influencer adapted from Childers et al. (2001), from there two items were
deleted due to lower loading score, i.e., “it is important that paid posts match with social media
influencers’ personalities” and “the social media influencers need to show his/her true selves.” Six
items for content by influencer adapted from (POTURAK & SOFTIC, 2019; Schivinski & Dąbrowski,
2013; Yoo et al., 2015), one item was deleted due to lower loading score, i.e., “The information
regarding the fashion product that the social media influencer provides is accurate.” Five items
for TPB construct trustworthiness of influencer adapted from (Ohanian, 1990; Wiedmann &
Mettenheim, 2021). Five items from TPB construct brand attitude adapted from (Kudeshia &
Kumar, 2017; Mirabi, Akbariyeh, & Tahmasebifard, 2015). Finally, five items for TPB construct
purchase intention adapted from (Kudeshia & Kumar, 2017). A five-point Likert scale was used to
evaluate all the items (5=strongly agree to 1=strongly disagree). Items of constructs were assessed
on behalf of Cronbach’s Alpha, composite reliability (CR), and average variance extracted (AVE)
for convergent validity. Overall item loadings for constructs above the criterion of the threshold
value. AVE values indicate the range from 0.603–0.712 for all constructs, above the acceptance
level of 0.5. CR values range from 0.780–0.925 for all constructs, above the acceptance level of
892Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’, Characteristics…
0.60. Cronbach’s alpha value ranges from 0.713–0.898 for all constructs, above the acceptance
level of 0.7. Hair et al. (2014) reported that discriminant z is considerable when the AVE’s square
root is higher than the correlation, met the determining level. Hence, Table 3 and Table 4 present
measurement model results.
Table 3.
Validity and Reliability for all constructs
Loadi
Measurement items α CR AE
ngs
0.5 0.7 0.5
Characteristics of influencers 86 8 43
CINF1: I feel like I know the social media influencer well. 0.677
CINF2: Social media Influencers have attractive personalities. 0.806
CINF3: Social media influencers’ channels are genuine. 0.722
0.8 0.8 0.5
Content by Influencers 17 73 79
COINF1: Social media influencers provide information about fashion 0.719
products that I need.
COINF2: Social media influencers provide quite professional 0.77
information about the fashion product.
COINF3: I am satisfied with the content generated on social media 0.807
sites by social media influencers about the fashion brand.
COINF4: The level of the content generated on social media sites by
social media influencers about the fashion brand meets my 0.808
expectations.
COINF5: The content generated by social media influencers about 0.694
the fashion brand is very attractive.
0.8 0.9 0.7
Trustworthiness of Influencers 98 25 12
TRINF1: Most social media influencers are dependable. 0.746
TRINF2: Most social media influencers are sincere. 0.846
TRINF3: Social media influencers are reliable. 0.88
TRINF4: Social media influencers are sincere. 0.879
TRINF5: Social media influencers are believable. 0.86
0.7 0.8 0.4
Brand Attitude 34 25 86
BA1: I have a pleasant idea about fashion brands recommended by 0.627
social media influencers.
BA2: Fashion brands recommended by social media influencers are 0.727
of good reputation.
BA3: I prefer fashion brands recommended by social media
0.684
influencers over the other brands.
BA4: Fashion brands recommended by social media influencers are
0.645
sensible.
BA5: I do trust fashion brands advertised by fashion influencers I
0.791
follow.
0.8 0.9 0.6
Purchase Intention 72 07 61
PINT1: I am willing to buy fashion products/brands that advertised by
0.79
social media influencers.
PINT2: I am likely to purchase the fashion product advertised by social
0.776
media influencers rather than any products available.
PINT3: I intend to purchase the fashion product advertised by social
0.833
media influencers in the future also.
PINT4: I most frequently have intentions to purchase fashion products
0.831
advertised by the fashion influencers I follow.
PINT5: I generally recommend products and/or services advertised 0.832
by the fashion influencers I follow.
893© RIGEO ● Review of International Geographical Education 11(6), Spring 2021
Note: α: Cronbach Alpha, CR: Composite Reliability, AVE: Average Variance Extracted
Table 4.
Discriminant validity
1 2 3 4 5
1. Brand Attitude 0.697
2. Characteristics of influencers 0.361 0.737
3. Content by Influencers 0.582 0.486 0.761
4. Purchase Intention 0.645 0.408 0.58 0.813
5. Trustworthiness of Influencers 0.583 0.335 0.554 0.462 0.844
Note: Values on the diagonal (bolded) are the square root of the AV
Structural Model
The current study applied PLS-SEM approaches to analyze the hypothetical relationship between
all the constructs. Smart PLS (v3.2.9) was used to obtain the overall study results. Bootstrapping
process with “subsamples 5000 and t-statistic” was applied to measure the association between
constructs. “Path coefficients” and “determination (R2) coefficients” were primarily presented in
the structural model, referring to Figure 2 and Table 5.
Table 5.
Path Coefficients and Results
Direct Path β values t values Hypothesis
Characteristics of influencers → Purchase Intention 0.118* 2.031 H1 – yes
Characteristics of influencers → Brand Attitude 0.070 1.079 H2 – no
Content by Influencers → Purchase Intention 0.252*** 4.125 H3 – yes
Content by Influencers → Brand Attitude 0.344*** 5.208 H4 – yes
Trustworthiness of Influencers → Purchase Intention 0.027 0.406 H5 – no
Trustworthiness of Influencers → Brand Attitude 0.369*** 5.981 H6 – yes
Brand Attitude → Purchase Intention 0.439*** 7.287 H7 – yes
Note: *p< 0.05; **p< 0.01; ***p< 0.001
Hypothesis testing
Overall. SmartPLS analysis approaches were applied to obtain the statistical values representing
the relationship between constructs and variance explained (R2) for the study’s model and
significance level (Kirkley, 2016; Nasar et al., 2019). A bootstrapping analysis approach was
performed with 5000 sub-samples to investigate the overall relationship between the constructs.
Tables 5-7 presenting the direct and indirect effects of influencer characteristics, content by the
influencer, and trustworthiness of the influencer on brand attitude and purchase intention.
Characteristics of influencer, content by the influencer, trustworthiness of the influencer, and
brand attitude variance explained R2= 0.440 for brand attitude, which explained 49% of the
variance in purchase intention. Path coefficient presents that H1, H3, H4, and H6 showing the
significant direct relationship and H2 and H5 showing the insignificant relationship between the
constructs. H9 and H10 show a full mediation effect for indirect relations, while H8 presents no
mediation effect of brand attitude between characteristics of influencer and purchase intention.
894Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’, Characteristics…
Figure 2. effect of social media influencer on consumers’ purchase intention
Note: CINF= characteristics of influencer, COINF=content by influencer, TRINF=trustworthiness of
influencer, BA=brand attitude, and PINT= purchase intention
Table 6
Specific indirect effect
p-
β Lower Upper Hypo- Mediation
Path valu
values Threshold Threshold thesis type
e
Characteristics of
No effect
influencers → Brand 0.29
0.031 -0.022 0.093 H8 (no
Attitude → Purchase 5
mediation)
Intention
Content by Influencers → Indirect-
0.00
Brand Attitude → Purchase 0.151 0.094 0.236 H9 only (full
0
Intention mediation)
Trustworthiness of
Indirect-
Influencers → Brand 0.00
0.162 0.086 0.227 H10 only (full
Attitude → Purchase 0
mediation)
Intention
Total indirect effect
Path β values t values p-values
Characteristics of influencers → Purchase Intention 0.031 1.047 0.295
Content by Influencers → Purchase Intention 0.151 4.255 0.000
Trustworthiness of Influencers → Purchase Intention 0.162 4.489 0.000
Discussion
The current study investigates the effect of characteristics of influencer, content by influencer,
and trustworthiness of influencer on consumers’ purchase intention towards fashion brands in
Saudi Arabia using the extended theory of planned behaviour. The study findings showed that
influencer characteristics, content by influencer, and brand attitude significantly influence the
consumers’ purchase intention towards fashion brands. In contrast, the trustworthiness of
influencer shows a non-significantly effect on the consumers' purchase intention. The social media
influencer marketing approaches for fashion brands should be viewed from rational perspectives.
This study indicates primarily consumers used to follow social media personalities, and they believe
they deliver understandable information for the brands that help them select a reliable brand.
895© RIGEO ● Review of International Geographical Education 11(6), Spring 2021
Understandably, influencer enhances the interaction of followers and results in the maximum sale
of the brands. Globally, leading companies have changed their marketing techniques to hire
social media influencers to promote their products (Blight, 2022; Gómez, 2019; Hooper, 2020).
Recently, Singh et al. (2020) suggested that companies consider influencer marketing approaches
more effective and reliable than traditional marketing. Accordingly, Chetioui et al. (2020)
indicated that influencers empower followers to discover more about specific brands while
posting content, images, or videos.
Moreover, the Uniqueness of social media influencers’ content would be more creative to attract
maximum consumers towards the brand. In contrast, the adaptation of influencer marketing
techniques may not build strong trust. Qasem (2019) found that influencers’ irrelevant or different
language posts disappoint the followers, reducing their trust level. Durmaz and Efendioglu (2016)
Stated before the popularity of social media that most companies were using traditional
marketing techniques, i.e. (newspaper, billboard, radio, etc.) to promote their products and
services, which were more likely not gaining the attention of maximum customers. Later on,
leading companies start adopting social media marketing techniques to promote their products
and services. However, this area is still not mature in developing counties, practically Saudi Arabia.
In this view, this concept needs further consideration to investigate specific reasons through
qualitative studies. Meanwhile, social media influencer marketing enhances the brand attitude,
which ultimately generates more revenue. Xiao, Wang, and Chan-Olmsted (2018) stated that
influencer marketing approaches help companies reach maximum consumers with limited time
and cost consumption.
Conclusions
The contribution of this study was to identify the effectiveness of content by influencer,
characteristics of influencer, the trustworthiness of influencer, and brand attitude, which could
significantly affect consumers’ purchase intention and developed a model based on an extension
of the theory of planned behavior. Other constructs were adapted from previous studies to
construct this conceptual study framework. Therefore, this study developed a novel framework for
identifying the critical factors of influencer impacting brand attitude and consumers’ purchase
intention towards fashion brands in Saudi Arabia. Based on a sample of 260, this study empirically
confirmed that content by the influencer, characteristics of influencer, and brand attitude
significantly affect consumers' purchase intention and trustworthiness of influencer non-significant
in that context. Further, brand attitude substantially mediates the relationship between influencer
and trustworthiness of influencer and consumers’ purchase intention; it plays a non-significant
mediating role between characteristics of influencer and consumers’ purchase intention. This
indicates that consumers are mainly recommended or appreciate a brand that popular
influencers have recommended. Finally, this study added new findings to the literature by
understanding the effectiveness of influencers on consumers’ purchase intention. Further, findings
enrich the fashion brands marketers to know how influencers shape the perception of brands
through their endorsement.
Acknowledgement
Kholod Khalid Aggad is a lecturer at the College of Business Administration, University of Business
and Technology, Jeddah, Saudi Arabia, at the same time, she is pursuing a Ph.D. at Azman Hashim
International Business school Universiti Teknologi Malaysia. She was also educated at – Dublin
Institute of Technology, Dublin, The Republic of Ireland. Her main research interests are digital
marketing, social media, and influencers marketing. She can be contacted at
k.aggad12@gmail.com
Fauziah Sh Ahmad is an Associate Professor at Azman Hashim International Business School,
Universiti Teknologi Malaysia. Her main research areas are Marketing, Branding, Innovation
Management, Renewable Energy Economy, and Entrepreneurship. She can be contacted at
fsa@utm.my
Suzilawati Kamarudin is an Associate Professor in Management and is currently seconded to
College of Business Administration, University of Business and Technology Jeddah, Saudi Arabia.
She works at Azman Hashim International Business School, and she specializes in Strategic
Management, Global learning systems, and Entrepreneurship. suzilawati@ibs.utm.my
896Aggad, K.; Ahmad, F. and Kamarudin, S. (2021) Investigating the Impact of Influencers’, Characteristics…
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