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A Study on the Impact of Instagram Influencers Endorsement to Purchase Intention Beauty Brand

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Human-Computer Interaction (HCII 2023)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 14012))

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Abstract

As social media becomes mainstream in our society, Instagram has become a platform for reaching potential customers. Companies partner with Instagram influencers to promote their products. This study investigates Instagram influencer impact on consumer purchase intention in Instagram-sponsored posts in Taiwan. This research focuses on the difference between Instagram influencers sponsored posts and advertising posts from brand companies. The experiments seek to explore the impact of Instagram influencers on Instagram-sponsored posts by conducting questionnaires. This study provides insights for companies that try to promote their product on Instagram, since Instagram influencer endorsement has a relationship with purchase intention, this information can better strategize their marketing strategy and achieve lean advertising. As lean advertising help companies using the least amount of resource to leaves more impact on the target audience. Result of the research shown influencer endorsements were less impact on purchase intention that advertisement completion, advertisement with more information and without influencer endorsement prove to be more capable of increase purchase intention.

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Authors and Affiliations

  1. Department of Industrial Design, National Cheng Kung University, Tainan, Taiwan

    Yu-Hsiu Hung & Ying-Kiu Ma

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  1. Yu-Hsiu Hung
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  2. Ying-Kiu Ma
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Correspondence to Ying-Kiu Ma .

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Editors and Affiliations

  1. The Open University of Japan, Chiba, Japan

    Masaaki Kurosu

  2. Hosei University, Tokyo, Japan

    Ayako Hashizume

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Hung, YH., Ma, YK. (2023). A Study on the Impact of Instagram Influencers Endorsement to Purchase Intention Beauty Brand. In: Kurosu, M., Hashizume, A. (eds) Human-Computer Interaction. HCII 2023. Lecture Notes in Computer Science, vol 14012. Springer, Cham. https://doi.org/10.1007/978-3-031-35599-8_23

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  • DOI: https://doi.org/10.1007/978-3-031-35599-8_23

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-35598-1

  • Online ISBN: 978-3-031-35599-8

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