Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Gen Z, Instagram Influencers and Hashtags Influence on Purchase Intention of Apparel

Author(s): Ouya Huang and Lauren Copeland

This study aims to understand Gen Z and their relationship to influencers on #OOTD (Outfit Of The Day) on Instagram and how the credibility of the influencer, parasocial interaction (PSI), physical attractiveness and self-confidence of the influencer are related and ultimately affect the purchase intention of consumers. Approximately 300 participants took part in an online survey. The main finding of this study is physical attractiveness is not as important to consumers as credibility, PSI, and confidence. With PSI being the strongest predictor of purchase intention. Transferring confidence and credibility are the most important aspects to influencing this generation on instagram as well as creating a relationship with followers.

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