Impact of Social Media Influencer’s Characteristics on Consumer Purchase Intention and Behavior in French Luxury Fashion Brands

Abstract

This research investigates the influence of social media influencers' characteristics on consumer purchase intention and behavior within French luxury fashion brands. The study employs a deductive approach, utilizing the regression method, specifically linear regression, guided by the framework outlined by Saunders et al. (2009). The key findings reveal that expertise exhibits an indirect impact on purchase behavior, while attractiveness demonstrates both direct and indirect effects. Significance levels observed in these relationships highlight their substantive importance, emphasizing the nuanced interplay between influencer characteristics and consumer behavior. To enhance future research, recommendations include expanding the participant pool beyond 100, employing diverse recruitment strategies, refining the questionnaire for broader appeal, and addressing partial dependability through rigorous questionnaire refinement, bias elimination, and incorporation of established measurement scales.