The impact of the characteristics of influencers on the purchase intention of customers: considering the perceived personality characteristics

Influencers are influential or famous people with a large audience on social networks who follow them constantly and are influenced by their opinions. In this research, the influence of the characteristics of influential people in the virtual space (influencers) on customers' purchase intention was investigated by considering the perceived personality characteristics. This research is based on the purpose of applied research, and based on the data collection method, it is descriptive. The statistical population of the research consists of all Instagram followers in Iran who had the experience of buying products or services after watching Instagram videos produced by an influencer. Due to the infinity of the statistical population and according to Morgan's table, ۳۸۴ people were randomly selected as the final sample of the research. In order to analyze the data in this research, two descriptive and inferential methods were used. The analysis of research hypotheses was also done using analytical methods and using SPSS software. The results of the research showed that the characteristics of influencers significantly affect customers' purchase intention. Also, other results showed that perceived personality characteristics significantly affect the relationship between the characteristics of influencers and customers' purchase intention.

Keywords:

influential people , influencers , cyberspace , social networks , customers' purchase intention , perceived personality traits