IMPACT OF INSTAGRAM INFLUENCERS' CONTENT ON CONSUMER PURCHASE INTENTION

Abstract

Social media's evolution has allowed consumers to connect with brands on these platforms and sparked the rise of digital influencers. Information and entertainment brand-related content are identified as two types of content that influencers use to share product information and appealing visuals. According to the elaboration likelihood model (ELM), information content is processed via the central route, demanding more cognitive effort, while entertainment content is processed peripherally, relying on visual or emotional cues. This research, focusing on Instagram, aims to analyze how the two content values (information and entertainment) impact purchase intention among social media users in North Macedonia. Using a multiple linear regression model, findings indicate that information value positively affects purchase intention. The study utilized a purposive sample of Instagram users in North Macedonia who follow influencers. Recommendations are provided for marketing managers on influencer marketing strategies tailored to the goal of enhancing consumer purchase intentions.