The power of influencers to influence followers’ purchase willingness: The case of @titantyra
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Abstract
Many companies use the celebgram to promote their products through their direct communications and displayed lifestyle. However, it is unclear how is the followers' response to such a promotional effort. This study aims to verify this curiosity. More specifically, this study aims to determine the effect of the celebgrams' power on the followers' purchase willingness directly and through attitude. To achieve that objective, the author chose a celebgram named @titantyra as the subject of the study. Next, the author conveniently chose as many as 110 people of his followers as respondents. The multiple linear regression model shows that @tintantyra’s power influences his followers' buying interest. Mediation test with path analysis shows that the influence also occurs through attitude toward @tytantyra's lifestyle. In short, the celebgram @titantyra has the power to influence his followers' buying intention. Further research can investigate whether that power effect followers' actual buying.
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