The impact of social media fitness influencer attractiveness on purchase intention of fitness items and self­-esteem as a moderator

Abstract

The purpose of this thesis is to understand how social media fitness influencers’ attractiveness affects customers’ purchase intention for fitness items and if this effect differs considering customers self-­esteem. This thesis aims to explore how attractiveness, as one dimension of influencers’ credibility, might lead customers to purchase an endorsed item. Self­-esteem was included in this thesis as studies reveal that body image and exposition to attractiveness-­related content might influence self­-esteem and consequently decrease the persuasion effect. To better analyze the attractiveness of influencers and purchase intention, source­-credibility scale, purchase intention and Rosenberg self­-esteem scales were adapted and used. The data was collected through an online survey with 144 valid responses collected. The results of the present study did not find significant effects of social media fitness influencers’ attractiveness on consumers’ purchase intention for fitness items. Furthermore, results have revealed that consumer’s self­-esteem also does not moderate the effect of attractiveness on purchase intention. This thesis contributes to the academic community by providing a starting point for further research on the physical attributes of social media influencers that might have an impact on purchase intention in the emerging fitness market.

Date of Award	25 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cristina Mendonça (Supervisor)