Effective Factors in Users' Purchase Intention in Social Media Influencer Marketing due to Personality Characteristics; A Case study: Instagram Social Media Users in Iran

In today's digital age, social media has become a prominent medium for communication and exerting influence on its users. Influencers within these media, thanks to the compelling content they create, not only gain widespread recognition but also manage to amass a considerable following. This significant number of followers grants them a stronger position to shape the opinions and decisions of their audience. With the growing number of users on social media platforms, companies and marketers have been increasingly focusing on attracting customers from these mediums. The undeniable impact held by influencers is well recognized by marketers, leading many to rely on social media influencers to promote their products.
On the other hand, possessing a thorough understanding of the types of characteristics of influencers and their effect on users, as well as having correct knowledge of how to effectively manage social media influencer marketing, can greatly enhance the effectiveness of product promotion and prevent wastage of time and resources. Today, given the increasing preference of individuals, particularly young people, for social media platforms like Instagram, the significance of conducting comprehensive research that encompasses all aspects of influencers, particularly in terms of their influence on user purchasing intent, becomes crucial. If the existing gap in research is not addressed, valuable marketing opportunities within these media will be squandered.
 By bridging the research gap and effectively utilizing influencer marketing, companies can optimally allocate their marketing budget to reach Iranian users on platforms like Instagram. This can be achieved by understanding influencer characteristics, including attitude homophily, physical attractiveness, social attractiveness, influencer credibility, familiarity, compatibility, trustworthiness, perceived expertise, parasocial relationships, brand attitude, advertising attitude, and hedonistic attitude.
Iranian users have wholeheartedly embraced Instagram, one of the most popular social media platforms, for its free photo and video sharing feature. Iranian influencers have effectively utilized Instagram to advertise and shape the purchasing decisions of their followers, with many even becoming influencers themselves. On the other hand, many users may not be fully aware of the various aspects of personality traits that directly impact behavioral intentions, thereby hindering their ability to make informed decisions for their business ventures. By gaining a deeper understanding of the desired characteristics and their influence on behavior, individuals can make more informed decisions in areas such as advertising and product sales, ultimately improving their business outcomes.
The application of influencer marketing strategy within platforms such as Instagram has witnessed growth due to several reasons, including the capability for two-way interaction, access to consumer needs, and gathering feedback. Additionally, influencer marketing can help businesses to expand their following base, cultivate loyal customers, and ultimately boost sales, potentially converting occasional customers into regular patrons. On the other hand, it is crucial to consider that users often follow their favorite influencers on social media platforms based on the influencers' personality characteristics and the diverse areas in which they create content. In order to effectively implement an influencer marketing strategy in social media, it is essential to identify which characteristics of influencers have a significant impact on users' purchasing intentions.
In this study, we have identified a set of characteristics of influencers as a preliminary factor that influences purchasing intentions among the audience – namely attitude homophily, physical attractiveness, social attractiveness, influencer credibility, familiarity, compatibility, trustworthiness, perceived expertise, parasocial relationships, brand attitude, advertising attitude, and hedonistic attitude. By taking these characteristics into account, businesses can strategically select influencers who resonate with their target audience and effectively boost purchase intentions through their marketing efforts.
The primary objective of this research is to explore the factors influencing the purchase intent of users within the context of social media influencer marketing, focusing specifically on personality characteristics within the Iranian context. The research employs an applied approach and adopts a descriptive-analytical perspective, utilizing a survey research method to gather data and a causal approach to analyze the findings.
The statistical population for this research comprises Instagram social media users in Iran in the year of 1401 (2022), whose exact number is uncountable. The research methodology utilized a combination of standard questionnaires and valid scientific articles as data collection tools. A total of 400 questionnaires were distributed among the available Instagram users. The hypotheses of the current research were tested using the structural equation modeling method based on the partial least squares approach (SEM-PLS). Two software programs were employed in data analysis: SPSS and SmartPLS3.
The results of the study revealed that all the characteristics of influencers exhibited a significant impact on users' purchase intentions, suggesting that social media influencer marketing strategies should be tailored to the characteristics of different types of influencers for optimal effectiveness. Ultimately, this research examines the impact and relationship between the differing personality traits of influencers and the types of influencers in social media influencer marketing, which subsequently affects users' purchasing intentions. The study culminates by offering practical recommendations for maximizing the effectiveness of influencer marketing strategies in social media platforms.