Influenciadores digitais de moda do Instagram e as características individuais que moldam decisões de compra

Abstract

This study aims to identify characteristics associated with a higher degree of influenceability among Instagram users who follow fashion digital influencers in their purchase intentions. Here, influenceability is defined as the extent to which followers of digital influencers are likely to adjust their purchase decisions in response to the content provided by these influencers. A survey was conducted with a nonprobabilistic sample of 105 social media users who follow fashion influencers on Instagram. The data collection instrument was a structured questionnaire with 20 questions, hosted on Google Forms. Comparative quantitative analyses between followers with lower and higher degrees of influenceability indicate that individual characteristics, such as higher social media usage, greater use of e-commerce, more variety in dressing style, greater interest in fashion, and closer proximity to digital influencers, seem to more significantly influence the purchase decisions of the more influenceable users. Conversely, variables such as age, gender, educational background, and income showed no significant differences, as well as almost all variables related to perceived characteristics of digital influencers. The results also indicated that fashion followers consider the most important characteristics for a digital influencer to be proximity to followers, conveying trust and sincerity, and discreetly sharing personal life in posts.