Yazeed Almasri
A forward-thinking Marketer with master’s in marketing management from Southampton University - England, with over Twelve years of vast experience from Multi-National Corporations in Marketing Communication Strategies/Tactics, Marketing Budget Management, Marketing Consultancy, training, and Marketing Analytics.
Address: Amman-Jordan
Address: Amman-Jordan
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To measure the antecedents to influencing behavioral intentions, 224 online surveys were distributed to female Instagram users selected through convenience sampling method. The empirical design of the study involoved several Instagram posts created as if by a virtual influencer promoting a fictional fashion brand. These posts measured the constructs related to the research questions, drawing from validated digital human and influencer marketing literature. The collected data was analyzed using the Partial Least Squares method.
The study findings revealed that content informativeness, bonding, expertise, human like attributes, and consumer innovativeness all had varying degrees of influence on behavioral intentions, with content informativeness being the most influential factor.
To measure the antecedents to influencing behavioral intentions, 224 online surveys were distributed to female Instagram users selected through convenience sampling method. The empirical design of the study involoved several Instagram posts created as if by a virtual influencer promoting a fictional fashion brand. These posts measured the constructs related to the research questions, drawing from validated digital human and influencer marketing literature. The collected data was analyzed using the Partial Least Squares method.
The study findings revealed that content informativeness, bonding, expertise, human like attributes, and consumer innovativeness all had varying degrees of influence on behavioral intentions, with content informativeness being the most influential factor.