The impact of digital influencers on purchase intention for high-involvement vs low-involvement products

Abstract

The rise of social media has revolutionized marketing, with digital influencers playing a crucial role in shaping consumer behavior. This study examines the impact of digital influencers on purchase intention, considering the moderating effect of product engagement level— distinguishing between high-engagement and low-engagement products. Using a quantitative research approach, data was collected through an online survey, analyzing the responses of 209 participants. The study investigates how intrinsic factors of digital influencers (knowledge and experience, and trustworthiness) and extrinsic factors (quality and quantity of content) affect consumers' purchasing decisions. The results reveal that digital influencers significantly impact purchase intention, with influencers’ trustworthiness emerging as the strongest predictor, regardless of the level of product involvement. Knowledge and experience, however, play a more substantial role in the purchase intention of high-involvement products. In addition, content quality and quantity positively influence purchase intention but do not show significant results based on product involvement levels. These conclusions contribute to the literature on influencer marketing, highlighting the differential effects of digital influencers' attributes on different product categories. From a management perspective, brands should prioritize influencer credibility over content frequency when selecting influencers. In addition, the marketing of high-involvement products should focus mainly on the influencer's experience and knowledge, while trust remains a key factor in all types of products.

Date of Award	23 Apr 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)