Homophilia attitude toward influencers and purchase intention: the mediating effect of trustworthiness
Keywords:
Actitud homofilia, Influencer, mediaciónAbstract
Social media influencers shape attitudes that engage their followers through a homophilic connection, leading companies to turn to influencers to promote their brands. The objective of this study was to understand the mediating effect of trustworthiness between homophilic attitudes toward influencers and the purchase intention of products and services. The sample consisted of 132 centennial students from a private university in southern Tamaulipas. A reliability study of the results was conducted using Exploratory Factor Analysis (EFA) with varimax rotation, and then a regression model with mediation was run to test the hypotheses. The results of the mediation model indicate the significance of the model and the positive effect of the homophilic attitude variable toward the influencer.
The proposed model confirms a positive and significant mediating effect of trustworthiness between homophilic attitudes and purchase intentions. Perceived homophilic attitudes between the influencer and the audience can increase trust, identification, and purchase intentions. This demonstrates the catalytic power of the trustworthiness generated by the influencer among the new generations.
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