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Investigating the Correlation between the Parasocial Relationship Factors of Perceived Trust, Expertise and Attractiveness, between Kenyan Beauty Influencers on Instagram and their Followers’ Purchase Intentions

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dc.contributor.author Kirimi, Kendi
dc.date.accessioned 2023-03-21T07:23:51Z
dc.date.available 2023-03-21T07:23:51Z
dc.date.issued 2022
dc.identifier.uri http://erepo.usiu.ac.ke/11732/7327
dc.description A Thesis Submitted to the School of Communication, Cinematics & Creative Arts in Partial Fulfillment of The Requirement for the Degree of Master of Arts in Communication Studies (MCS) en_US
dc.description.abstract Kenyan beauty influencers on Instagram are part of a growing global preference in marketing to leverage social media engagement opportunities based on para-social relationships with their fans. This study had three objectives; (a) to investigate how an influencer’s perceived expertise in beauty, helps to shape their Instagram follower’s purchase intentions of beauty products. (b) How an influencer’s perceived trustworthiness by their Instagram followers’ affects purchase intentions of beauty products. (c) To determine how an influencer’s level of perceived attractiveness to their Instagram followers links to their purchase intentions of beauty products in Kenya. This study used a quantitative research methodology. A survey instrument with a Cronbach Alpha of .794 was distributed to n=400 Instagram followers of influencers in Nov 2021. Findings of Correlation analysis on SPSS version 24, revealed that there was a weak positive correlation between Attractiveness and Purchase Intention at r =.136**, meaning that the attractiveness of an influencer does not lead to the audience’s intention to purchase. Further, there was a weak positive correlation between Trustworthiness and Purchase Intention at .198**, meaning that audiences consider the trustworthiness of the influencer to a small extent. However, there was a very strong positive correlation between perceived Expertise and Purchase Intention at r=.709**. Thus, the study recommends that influencers should concentrate more on perfecting their skills and knowledge of products they endorse to influence purchase intention by their followers and maximize brand impact among their followers. Further studies need to be more qualitative to analyze the audience interaction with the influencer’s content in determining purchase intention about different demographic as well as on different social media platforms such as Meta, Twitter of Pinterest. en_US
dc.publisher United States International University - Africa en_US
dc.subject Correlation en_US
dc.subject Parasocial Relationship Factors en_US
dc.subject Perceived Trust en_US
dc.subject Expertise en_US
dc.subject Attractiveness en_US
dc.subject Kenyan Beauty Influencers en_US
dc.subject Instagram en_US
dc.subject Followers en_US
dc.subject Purchase Intentions en_US
dc.title Investigating the Correlation between the Parasocial Relationship Factors of Perceived Trust, Expertise and Attractiveness, between Kenyan Beauty Influencers on Instagram and their Followers’ Purchase Intentions en_US
dc.type Thesis en_US


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