Influencer credibility and homophily effects on Generation Z purchase intention of msme products: The mediating role of Instagram engagement
Keywords:
Credibility; homophily; engagement; purchase intention; MSME
Abstract
This study investigates the impact of influencer credibility, influencer homophily, and influencer engagement on the purchase intention of Micro, Small, and Medium Enterprises (UMKM) products among Generation Z in Padang City, focusing on the Instagram platform. Utilizing a quantitative approach, data were collected from 180 respondents through structured questionnaires. The findings reveal that influencer credibility positively and significantly affects influencer engagement but does not directly influence purchase intention. In contrast, influencer homophily significantly enhances both influencer engagement and purchase intention. Additionally, influencer engagement positively influences purchase intention and mediates the relationship between both influencer credibility and influencer homophily on purchase intention.
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References
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Goldsmith, R.E., Lafferty, B.A., Newell, S.J., (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. J. Adv. 29 (3), 43–54. https://doi.org/10.1080/00913367.2000.10673616.
Guha, S., Mandal, A. and Kujur, F. (2021), “The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India”, Journal of Research in Marketing and Entrepreneurship, Vol. 23 No. 2, pp. 339-364, doi: 10.1108/JRME-07-2020-0097.
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Guo, L., Hu, X., Lu, J., & Ma, L. (2021). Effects of customer trust on engagement in live streaming commerce: mediating role of swift guanxi. Internet Research, 31(5), 1718–1744. https://doi.org/10.1108/intr-02-2020-0078
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Hautz, J., Füller, J., Hutter, K., & Thürridl, C. (2014). Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers’ Perceptions and Intended Behaviors. Journal of Interactive Marketing, 28(1), 1–15. https://doi.org/10.1016/j.intmar.2013.06.003
Ho, L. S., Zakaria, N. B., & Foo, S. M. (2024). The impact of social media marketing activities on customer purchase intention: a study of the property industry in Malaysia. Property Management, 42(4), 545–562. https://doi.org/10.1108/pm-07-2023-0066
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28, 149–165.
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Published
2025-03-26
How to Cite
Balqis, N. A., & Yasri, Y. (2025). Influencer credibility and homophily effects on Generation Z purchase intention of msme products: The mediating role of Instagram engagement . Marketing Management Studies, 5(1), 44-57. https://doi.org/10.24036/mms.v5i1.595
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Articles
