Antecedents of social media influencers on customer purchase intention: Empirical study in Jordan

The present study examined the impact of social media influencers (SMIs) on consumers’ purchasing decisions, by examining the factors affecting purchase intentions of consumers. Online questionnaire was used to gather data from Facebook users as the study respondents. SMIs are currently a promising marketing technique in influencing purchase intention of customers, but in Jordan, studies on this matter are still lacking. This study therefore presented several key factors associated with SMIs in influencing the purchase intention of customers, in Jordanian context. Accordingly, the key factors affecting customer purchase intention through SMIs were examined. A model was proposed and empirically tested and validated using structural equation model (SEM), with data obtained from 390 Jordanian Facebook users. From the results, significant impact of Information Quality (IQ) and Trustworthiness (TRU) on attitude toward a brand, and consequently on purchase intentions of customers, was affirmed.