Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry
Abstract
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…
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Active engagement fosters loyalty, making tourists more likely to follow influencer recommendations.
“Active engagement fosters loyalty, making tourists more likely to follow influencer recommendations (AlFarraj et al. 2021).”
From Influencer Marketing and Tourist Behaviour: A Systematic Literature Review of Attitudes, Intentions and Behaviours in Tourism (2026) · cites this paper as AlFarraj et al. 2021
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- Authors
- AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S.
- Affiliations
- University of Jordan (JO)
- Al-Balqa Applied University (JO)
- King Abdulaziz University (SA)
- Princess Sumaya University for Technology (JO)
- Venue
- Review of International Business and Strategy
- Publisher
- Emerald
- Published
- 2021-02-04
- Volume
- 31
- Issue
- 3
- Pages
- 355-374
- ISSN
- 2059-6014 (ISSN-L)
- OpenAlex
- W3127732266
- Cited by
- 311
- References
- 58
- Citations by year
- 2026: 56 · 2025: 80 · 2024: 81 · 2023: 61 · 2022: 26 · 2021: 7
- FWCI
- 60.58
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Review of International Business and Strategy (publishedVersion)
- UiTM Institutional Repositories (Universiti Teknologi MARA) (acceptedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Keywords
- influencer credibility, attractiveness, trustworthiness, expertise, purchase intention, online engagement, cosmetic dermatology, Instagram influencers, social media marketing, electronic word of mouth, Jordanian consumers, mediating effect
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