Author(s): Meryem Zoghlami and Asma Himmet
Purpose : Social networks are becoming more and more important in marketing strategies, contributing to the emergence of influence marketing through digital influencers. These influencers have become indispensable, playing the role of intermediary between the consumer and the company especially on Instagram. This study aims to identify the factors influencing consumers' attitudes towards the recommendations of female influencers on Instagram and the impact of this attitude on purchase intent. Design methodology : An online self-administered survey by 212 adults who are Millennials (27–40) and Generation Z (18–26) in 2020 and currently following Instagram influencer was conducted and analyzed. Findings: The results show that the perceived usefulness, quality of information, trust and perceived credibility of the source positively influence attitude, which in turn has a positive effect on the purchase intent of the recommended products. Research limitations/implications: The influencer's credibility must be considered since credibility in an online context is fragile and followers can leave her community easily. Therefore, before committing its reputation, the organization must study the perception of consumers of the influencer in concern. Originality/value – This study identifies how trust and quality of information affects the followers’ perception and response to the recommendation delivered by the influencer while previous studies were limited to the formulation process of attachment.