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

Volume: 68, Issue: 68, Pages: 1 - 7
Published: Mar 1, 2017
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...
Paper Details
Title
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Published Date
Mar 1, 2017
Volume
68
Issue
68
Pages
1 - 7
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