Determinants Of Instagram Influencer Marketing Acceptance Among Young Adults

Abstract

This study examined the determinants of young adults’ acceptance of Instagram influencer marketing. A survey was conducted among young adult Instagram users using a questionnaire as a data collection tool. Adopting the purposive sampling technique, as many as 312 responses were collected. The findings showed that perceptions of informativeness, incentives, and interactivity positively predicted attitude toward Influencer marketing. Attitude, credibility, and incentives were positive predictors of intention toward Influencer Marketing. Lastly, young adults’ behavioural intention was a positive predictor of their acceptance behaviour. Among the predictors, informativeness is the strong predictor of attitude followed by interactivity and incentives. Attitude is the strongest factor explaining the variance in intention, followed by credibility and incentives. Further, influencer marketing is found less effective on young adults as they generally exhibit mild rejection behaviour towards it.  In conclusion, the study suggests that brands and influencers should tailor endorsements that are informative, interactive, and incentivised in nature to elicit a favourable attitude, which in turn influences intention that finally results in the acceptance behaviour.