Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

Djafarova, Elmira and Rushworth, Chloe (2017) Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68. pp. 1-7. ISSN 0747-5632

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Official URL: http://dx.doi.org/10.1016/j.chb.2016.11.009

Abstract

The growth of Instagram continues, with the majority of its users being young women. This study investigates the impact of Instagram upon source credibility, consumer buying intention and social identification with different types of celebrities. In-depth interviews were conducted with 18 female Instagram users aged 18–30 to determine the extent to which Instagram influences their buying behaviour. The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users. However, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities. Female users are perceptively aware and prefer to follow Instagram profiles that intentionally portray positive images and provide encouraging reviews.

Item Type: Article
Uncontrolled Keywords: eWOM, Source Credibility Theory, Halo Effect, celebrity endorsement
Subjects: N500 Marketing
P900 Others in Mass Communications and Documentation
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Ellen Cole
Date Deposited: 06 Dec 2016 10:57
Last Modified: 18 Nov 2017 22:46
URI: http://nrl.northumbria.ac.uk/id/eprint/28774

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