The Influence of Influencer Attractiveness and Relatability on Consumer Purchase Decisions

Abstract

In the digital era, influencers have emerged as crucial agents in determining consumer purchase behaviours, and most importantly, through publicity platforms like Instagram, YouTube, and Facebook. The research focuses on the two vital determinants of consumer behavior, namely the attractiveness and relatability of an influencer. By using the concept of quantitative research, the researcher employed a survey research approach, engaging 330 participants to determine the correlation between the attributes of the influencer and the probability of purchase. The research results indicate that attractiveness significantly influences a consumer's purchase decision, and the same applies to relatability. It is interesting to note that attractiveness increases consumer trust and emotional appeal, whereby 68.2 percent of the respondents reported it to be one of the critical factors in their choice. Conversely, relatability, generating the feeling of connection and authenticity, proved to be a vital force, especially with young audiences (1824 years), who considered influencers as being more relatable. Based on statistical tests, including Chi-Square tests and ANOVA, the research indicates that there are considerable variations in the demographics, where gender and age are both relevant factors influencing the understanding of the trait of influencers. The drawbacks of the research are its self-report character and the fact that it takes into consideration a relatively homogenous group of social media users. These results are crucial for helping marketers improve their practices by selecting stimulating influencers whose characteristics resonate with the target population, thereby providing greater details on the value of the connection and physical beauty to the success of influencer marketing.