Exploratory study on the influence of influencers and content creators on purchase intention - Vol. 3, No. 3 - Mai 2025 - Abstract summary

Aug 25, 2026

Uploaded by Margaret

Research investigates how content marketing delivered through social networks shapes consumer purchase intention. The study examines the effects of influencer- and content-creator–published content on dimensions including appreciation, effectiveness, relevance, trust, and consumer engagement. A qualitative exploration using an interview guide with influencers and content creators informed the variables retained in a hypothetical conceptual model. Findings confirm the strong contribution of relevance, effectiveness, engagement, and trust to both purchase intention and sharing intention.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages15

Reading Time38 min

AccessFree to download

Introduction

Social media as an information and interaction channel

Content marketing evolution and research focus

Research question and objectives

Literature Review

Emergence of Content Marketing

Concept and role of consumer engagement

2958-8413 Vol. 3, No. 3, Mai 2025 This is an open access article under the CC BY-NC-ND license. Exploratory study on the influence of influencers and content creators on purchase intention MELGHAGH Meriem Doctor of Management Sciences at CADI AYYAD MARRAKECH University Digital Object Identifier (DOI): [https://doi.org/10.5281/zenodo](https://doi.org/10.5281/zenodo).15575199 Abstract : The objective of the research is to study the influence of content marketing via social networkson purchase intention. This research focused on the power of influence of content published by influencers and content creators via social networks (Instagram pages) on consumer purchase intention. The research then focused on the construction of a hypothetical model that articulates content published on social networks, appreciation, effectiveness, relevance, trust and consumer engagement as well as purchase intention. A qualitative exploration was implemented by carrying out an interview guide with influencers and content creators in order to decide on the variables to be retained in the conceptual model. The results confirm the major contribution of relevance, effectiveness, engagement and trust in the decision-making process and on the development of purchase intention and sharing intention. Keywords : social networks – Content marketing – Purchase intention – Trust – engagement Introduction In recent years, social media has become a popular channel through which customers and businesses can act and interact. Due to their characteristics, these networks are used by individuals because they offer the opportunity to search for information online (Chua and Banerjee, 2013), express themselves, react, and engage in discussions or debates within a community (Stone, 2009). It is also argued that consumers are emotionally sensitive to this form of online communication, through Web 4.0, designed to facilitate communication through userfriendly interfaces and networking platforms (Pannunzio, 2008) . However, the early 2000s marked a revival in content marketing, accelerated by the arrival of the Internet. It was during this period that social media emerged, launching and projecting content marketing as a promotional tool for brands that had distribution platforms outside those offered by traditional networks. LinkedIn was launched in 2002, followed by Facebook in 2004, then YouTube in 2005, Twitter in 2006, and finally Instagram in 2010. Content marketing evolved into a site that would become a major publisher of content on motherhood ((Pullizi, 2016)) with Johnson's purchase of BabyCenter in 2001. Content marketing has currently become a rapidly and rapidly growing marketing strategy due to technological developments. It is now possible for all companies to publish prominent brand stories across multiple media channels. Our research aims to better understand and analyze the influence of social media on consumer purchase intentions and the factors that influence this intention. This research also demonstrates the influence that content marketing can have in increasing content sharing intentions and, subsequently, consumer engagement behaviors. It confirms the importance and weight given to the relevance of a publication's content. Furthermore, it can be a valuable tool for companies that wish to use content marketing to demonstrate and prove the effects on consumer engagement behaviors. In the context of the digital revolution, taking into account the evolution of the social web, which challenges the balance of relationships between consumers and organizations, content marketing has increasingly become perceived as an alternative to traditional advertising and influences consumers' purchasing intentions. The central question of this research seeks to study: To what extent does content published on social networks influence consumers'purchasing intentions? Answering this question pushes us to seek to understand and explain

FAQs

What does the research study regarding influencers and purchase intention?

It studies how content marketing on social networks influences consumer purchase intention through content published by influencers and content creators.

Which variables are included in the hypothetical conceptual model?

The model articulates content related factors and perceptions such as appreciation, effectiveness, relevance, trust, and consumer engagement, linked to purchase intention.

What are the main findings about factors affecting purchase and sharing intentions?

Relevance, effectiveness, engagement, and trust significantly contribute to decision-making, strengthening both purchase intention and sharing intention.

Aug 25, 2026

Uploaded by Margaret