INVESTIGATING THE ROLE OF INFLUENCER MARKETING ON PURCHASE INTENTION: A COMPARATIVE ANALYSIS OF CELEBRITIES VS. MICRO-INFLUENCERS

This study explores the influence of social media influencers on consumers' purchase intentions, focusing on various factors such as credibility, trustworthiness, and engagement. With the rise of digital platforms, influencers have become a pivotal part of marketing strategies, particularly in sectors like fashion, beauty, and wellness. The research employed a structured questionnaire with a five-point Likert scale to collect data from 185 respondents. The study used R Studio for regression analysis to examine the relationships between consumer perceptions of influencer attributes and their purchase intentions. The findings reveal that credibility and trustworthiness have a significant positive impact on purchase intentions, while engagement showed a marginal effect. The study also highlights the importance of personal identification with influencers, as it further strengthens consumers’ intent to purchase. These results suggest that brands can enhance their marketing efforts by carefully selecting influencers whose characteristics align with their target audience. This research contributes to the understanding of influencer marketing's impact and provides practical insights for marketers aiming to optimize their strategies in the digital age.