Purpose

This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan.

Design/methodology/approach

The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate.

Findings

The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI.

Research limitations/implications

This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform.

Practical implications

The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research.

Social implications

Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective.

Originality/value

This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.

中文翻译：

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检查影响者可信度维度的影响：吸引力、可信度和专业知识对美容皮肤科行业购买意愿的影响

目的

本研究旨在通过约旦审美皮肤病学消费者的认知和情感在线参与的中介作用，调查影响者对购买意向 (PI) 的可信度维度（即吸引力、可信度、专业知识）。

设计/方法/方法

这项研究的人群包括他们 Instagram 帐户上美容皮肤科诊所的所有追随者。然而，只有三位来自美容皮肤科行业的影响者被选中并批准了在他们的官方平台上分享调查工具的请求。总共分发了 600 份调查，但只有 384 份完全完成，回复率为 64%。

发现

数据分析显示数据非常适合，并表明吸引力和专业知识对在线参与和 PI 的影响。此外，还发现了在线参与在影响者可信度和 PI 之间的路径上的中介影响。

研究限制/影响

这项研究的局限性在于仅从三个影响者那里收集数据；因此，从四个以上影响者的追随者那里收集数据会得到更普遍的结果。其次，进一步考虑，检查电子口碑 (EWOM) 和忠诚度计划等其他变量的中介作用也可以进一步了解影响 PI 的因素的性质。此外，未来的研究应该检查使用多个社交媒体平台的差异。

实际影响

这项研究的主要发现对营销管理有许多管理意义，暗示喜欢那些受到高度信任的影响者，因为他们在营销领域拥有广泛的专业知识，而不仅仅是依赖于他们的外表吸引力。约旦文化不仅仅关注社交媒体分享的形象，因为评论可以支持或拒绝名人的影响。值得注意的是，当前的研究具有一系列管理意义。

社会影响

两个主要领域是最重要的；这些是值得信赖的问题和 EWOM。营销人员应该鼓励他们的客户公开谈论他们的经历，因为他们在喜欢影响者以改善他们的 PI 的方式中扮演着重要的角色。第二个含义与社交媒体平台管理有关，营销经理应解决任何负面的 EWOM，并提高追随者对服务的满意度。满意度的提高对 PI 产生积极影响，而服务使影响者角色变得更加有效。

原创性/价值

通过查看感知可信度的这些维度，这项研究能够为当前对客户参与的主要前因的理解增加价值。本研究的另一个贡献是通过成功验证影响者的可信度维度和 PI 之间客户参与的冥想影响，特别是在没有解决这种关系的研究的情况下。