The effect of influencers on consumers' purchasing intention of Jordanian entrepreneurs' start-ups

Nowadays, influencers play a crucial role in product and/or service promotion as well as in purchase intention and decision-making. Therefore, the present study aims to explore the effect of influencers on consumers' purchasing intention of Jordanian entrepreneurs' start-ups. The research paper uses a quantitative method, as well as the descriptive, cause-effect, and cross-sectional approaches has been used to actualize this study. The data was collected from 85 participants who were available and willing to answer the questionnaire by using a Google Form-based survey. The findings demonstrate that there is a significant influence of influencer marketing on purchase intentions, where Frequency / Consistency is rated the highest influence on purchase intentions, then content authenticity on purchase intentions, while the expertise of influencers shows no significance on purchase intentions. The contribution of this research was to clarify the influencer marketing effect on purchasing intentions and to identify whether content authenticity, expertise, and presence frequency could impact consumer-purchasing decisions. Finally, the study recommends investigating the effect of influencers' expertise to confirm or not the research results.