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 18e30 to determine the extent to which Instagram influences their buying behaviour. The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users. However, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities. Female users are perceptively aware and prefer to follow Instagram profiles that intentionally portray positive images and provide encouraging reviews.
Conclusion
Contribution
Academic research dedicated to Instagram is limited (Erkan, 2015; Pittman & Reich, 2016; Sheldon & Bryant, 2016). This work provides further understanding of its usage. Previous research (Cheung et al., 2009; Erkan & Evans, 2016; Hennin-Thurau et al., 2004; Kutthakaphan & Chokesamritpol, 2013) explored the use of Instagram and other types of social media with regard to eWOM, however, little research has been conducted to understand social identification of Instagram users and how famous online personalities influence buying behaviour. The potential of online celebrities should not be underestimated. The research conducted within this study discusses, in particular, the impact of eWOM and online celebrity endorsements within the Instagram platform, drawing upon Source Credibility and Halo Effect Theories. More specifically, the study identifies the patterns of consumer behaviour related to the celebrities followed on Instagram and explores the factors which influence users' purchase behaviour. The attractiveness, quality and composition of images are of significant importance to participants and a key influencer on whether or not users decide to follow new profiles. Findings show that eWOM can strongly link to buying behaviour based on trust, and participants appear to refer to reviews on Instagram to reduce the perceived risk when making a purchase based on their admiration of and trust in their idols. Extant research demonstrates that women are more susceptible than men to social opinions and tend to follow the decisions of others whose opinion they trust or whose lifestyles they wish to imitate (Bearden et al., 1990; Wilcox & Stephen, 2013).
