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The effect of Instagram influencers on intention to purchase among generation Z in Cape Town
Author(s)
Mxunyelwa, Ayabonga Siyamthanda
Date Issued
2024
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
The use of Instagram influencers has emerged as an essential strategy in digital marketing, with
compelling evidence demonstrating a considerable impact on modifying consumer
purchase intention. Despite the extensive use of the internet, additional academic research is
required concerning how Instagram influencers affect the behaviour of young consumers.
Instagram influencers are rapidly growing into a vital part of social media marketing strategies.
The evolution of digital technology has resulted in diverse forms of marketing and endorsing,
particularly through channels such as Instagram. The growing use of Instagram and its
influencers in marketing demonstrates their substantial influence on customer behaviour
intentions. Despite this, further research into the effects of Instagram influencers on customer
intentions is needed. Generation Z is distinguished by its involvement in the digital space; they
use Instagram as a platform for exchanging more information about current trends. Generation Z,
as future digital decision-makers and customers, requires greater understanding to design
effective marketing strategies. This study investigates the effects of Instagram influencers on
Generation Z, specifically how influencer endorsements affect consumer purchase intentions in
this cohort. Instagram influencers are used by marketers to enhance engagement and increase
customer purchase intent. However, further information is required in African developing countries
about how consumers perceive Instagram influencers. This study used the perceived usefulness,
ease of use, and intention to purchase constructs from the technology acceptance model (TAM).
The associations of the TAM constructs were assessed in relation to the source credibility model
constructs, which included attractiveness, credibility, expertise, and trust. The study used
structural equation modelling to examine the relationships between these constructs in terms of
Instagram influencer marketing.
The main aim of the study was to assess the influence of attractiveness, credibility, expertise,
trust, perceived ease of use, and perceived usefulness on intention to purchase due to Instagram
influencers among Generation Z in Cape Town, South Africa. The study also explored how age,
gender, and educational level affect this cohort of consumers' intention to purchase due to social
media influencer marketing. Additionally, this study sought to evaluate the methods by which
Generation Z consumers' purchase intentions are influenced by influencers, time spent on
Instagram, average spending, influencer types, Instagram's role in brand endorsements,
frequency of Instagram use, and influencer purchase intentions.
This study combined purposive and snowball non-probability sampling methods using a
quantitative approach. A self-administered questionnaire was used to assess the effect of
Instagram influencers on young consumers’ purchase intentions. The survey was distributed
physically and also electronically through Google Forms at the Cape Peninsula University of
Technology District Six campus and surrounding areas, as well as to the referrals emanating from
the snowball sampling. Statistical Package for Social Science software was used to analyse the data that emanated from 1 881 respondents. The CPUT Business and Management Sciences
Faculty Ethics Committee approved the study ethically, and all participants provided informed
consent.
The development of an updated TAM and source credibility models integrating Instagram
influencers in digital marketing showed positive correlations between various influencer
constructs (attractiveness, credibility, expertise, perceived ease of use, and perceived
usefulness) and purchase intentions. The study also found that improved purchase intentions
among Generation Z were associated with Instagram influencers with a higher number of
followers, greater Instagram usage in terms of time and frequency, higher digital spending, and
stronger behavioural purchase intentions.
This analysis provides South African businesses with insightful information about methods to use
Instagram influencers in digital marketing to connect with Generation Z, a group that aspires to
companies that share their values. The study extends the body of knowledge on influencer
marketing by determining the effects of Instagram influencers. The results highlight the
significance of employing influencers who are attractive, credible, trustworthy, and considered to
be experts by showing that influencer marketing favourably affects purchase intentions.
Moreover, the perceived usefulness and ease of use of Instagram further increase its significance
in interacting with younger consumers. By incorporating Instagram influencers into their marketing
strategy and incorporating their credible endorsements, brands may increase consumer purchase
intentions.
This study contributes to the growing research on Instagram influencers as a method of digital
marketing and provides innovative perspectives and a more comprehensive understanding of
attitudes toward and usage of Instagram, in addition to the frequency of use of these influencers
in the context of Generation Z consumer digital marketing. Through the extension of the TAM and
the source credibility model, the results of the current research contribute to the body of literature,
which indicates that the use of Instagram in social media positively influences several
associations between perceived usefulness, expertise, trust, attractiveness, credibility, and ease
of use. This study is important because it ensures that young consumer preferences are better
understood and allows for the tailoring of future strategies to enhance the effectiveness of
marketing strategies, enabling brands, organisations, marketers, and advertisers to reach this
young cohort, as well as to gain a competitive advantage in the marketplace. The outcomes of
the present research add to the current literature by highlighting Instagram as a significant
channel for marketers to take into consideration when seeking to affect Generation Z's purchasing
attitudes. Furthermore, when influencer marketing is used on digital shopping platforms, it
becomes a strategic technique for increasing business revenues as well as for successfully
influencing customer purchasing intentions.
compelling evidence demonstrating a considerable impact on modifying consumer
purchase intention. Despite the extensive use of the internet, additional academic research is
required concerning how Instagram influencers affect the behaviour of young consumers.
Instagram influencers are rapidly growing into a vital part of social media marketing strategies.
The evolution of digital technology has resulted in diverse forms of marketing and endorsing,
particularly through channels such as Instagram. The growing use of Instagram and its
influencers in marketing demonstrates their substantial influence on customer behaviour
intentions. Despite this, further research into the effects of Instagram influencers on customer
intentions is needed. Generation Z is distinguished by its involvement in the digital space; they
use Instagram as a platform for exchanging more information about current trends. Generation Z,
as future digital decision-makers and customers, requires greater understanding to design
effective marketing strategies. This study investigates the effects of Instagram influencers on
Generation Z, specifically how influencer endorsements affect consumer purchase intentions in
this cohort. Instagram influencers are used by marketers to enhance engagement and increase
customer purchase intent. However, further information is required in African developing countries
about how consumers perceive Instagram influencers. This study used the perceived usefulness,
ease of use, and intention to purchase constructs from the technology acceptance model (TAM).
The associations of the TAM constructs were assessed in relation to the source credibility model
constructs, which included attractiveness, credibility, expertise, and trust. The study used
structural equation modelling to examine the relationships between these constructs in terms of
Instagram influencer marketing.
The main aim of the study was to assess the influence of attractiveness, credibility, expertise,
trust, perceived ease of use, and perceived usefulness on intention to purchase due to Instagram
influencers among Generation Z in Cape Town, South Africa. The study also explored how age,
gender, and educational level affect this cohort of consumers' intention to purchase due to social
media influencer marketing. Additionally, this study sought to evaluate the methods by which
Generation Z consumers' purchase intentions are influenced by influencers, time spent on
Instagram, average spending, influencer types, Instagram's role in brand endorsements,
frequency of Instagram use, and influencer purchase intentions.
This study combined purposive and snowball non-probability sampling methods using a
quantitative approach. A self-administered questionnaire was used to assess the effect of
Instagram influencers on young consumers’ purchase intentions. The survey was distributed
physically and also electronically through Google Forms at the Cape Peninsula University of
Technology District Six campus and surrounding areas, as well as to the referrals emanating from
the snowball sampling. Statistical Package for Social Science software was used to analyse the data that emanated from 1 881 respondents. The CPUT Business and Management Sciences
Faculty Ethics Committee approved the study ethically, and all participants provided informed
consent.
The development of an updated TAM and source credibility models integrating Instagram
influencers in digital marketing showed positive correlations between various influencer
constructs (attractiveness, credibility, expertise, perceived ease of use, and perceived
usefulness) and purchase intentions. The study also found that improved purchase intentions
among Generation Z were associated with Instagram influencers with a higher number of
followers, greater Instagram usage in terms of time and frequency, higher digital spending, and
stronger behavioural purchase intentions.
This analysis provides South African businesses with insightful information about methods to use
Instagram influencers in digital marketing to connect with Generation Z, a group that aspires to
companies that share their values. The study extends the body of knowledge on influencer
marketing by determining the effects of Instagram influencers. The results highlight the
significance of employing influencers who are attractive, credible, trustworthy, and considered to
be experts by showing that influencer marketing favourably affects purchase intentions.
Moreover, the perceived usefulness and ease of use of Instagram further increase its significance
in interacting with younger consumers. By incorporating Instagram influencers into their marketing
strategy and incorporating their credible endorsements, brands may increase consumer purchase
intentions.
This study contributes to the growing research on Instagram influencers as a method of digital
marketing and provides innovative perspectives and a more comprehensive understanding of
attitudes toward and usage of Instagram, in addition to the frequency of use of these influencers
in the context of Generation Z consumer digital marketing. Through the extension of the TAM and
the source credibility model, the results of the current research contribute to the body of literature,
which indicates that the use of Instagram in social media positively influences several
associations between perceived usefulness, expertise, trust, attractiveness, credibility, and ease
of use. This study is important because it ensures that young consumer preferences are better
understood and allows for the tailoring of future strategies to enhance the effectiveness of
marketing strategies, enabling brands, organisations, marketers, and advertisers to reach this
young cohort, as well as to gain a competitive advantage in the marketplace. The outcomes of
the present research add to the current literature by highlighting Instagram as a significant
channel for marketers to take into consideration when seeking to affect Generation Z's purchasing
attitudes. Furthermore, when influencer marketing is used on digital shopping platforms, it
becomes a strategic technique for increasing business revenues as well as for successfully
influencing customer purchasing intentions.
Additional information
Thesis (Master of Marketing)--Cape Peninsula University of Technology, 2024
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