Instagram mega-influencers’ effect on generation Z’s intention to purchase: a technology acceptance model and source credibility model perspective

Abstract

The growing use of Instagram and its influencers in marketing demonstrates their substantial influence on customer behavior intentions. Despite this, further research into the effects of Instagram mega-influencers on purchase intention is needed among Generation Z (born between 1997 and 2012) consumers. The main aim of the study was to assess the influence of attractiveness, expertise, perceived ease of use, and perceived usefulness on intention to purchase due to Instagram mega-influencers among Generation Z in South Africa. This study combined purposive and snowball non-probability sampling methods using a quantitative approach. An online questionnaire was used to assess the effect of Instagram mega-influencers on young consumers’ purchase intention, which resulted in 497 Generation Z respondents. Positive associations were found between attractiveness, expertise, perceived ease of use, and perceived usefulness on intention to purchase. Perceived ease of use was also found to mediate the positive effects of attractiveness and expertise on intention to purchase. This analysis provides businesses with practical information about the use of Instagram mega-influencers in digital marketing to connect with Generation Z consumers and improve profitability. The research contributes to the theoretical development of constructs in the technology acceptance and source credibility models and generation cohort theory.