The Influence of Social Media Influencers on Students’ Purchase Intentions: Evidence from Instagram Marketing in University Communities

Abstract

This study investigates how social media influencers shape students’ purchase intentions within university communities through Instagram marketing. It examines the effects of influencer credibility, authenticity, parasocial interaction, peer and social influence, perceived behavioral control, and students’ attitudes toward a product. Guided by the Source Credibility Theory and the Theory of Planned Behavior, data were collected from 209 Jordanian university students through a structured questionnaire. The composite instrument demonstrated good internal consistency (Cronbach’s alpha = 0.862). Correlation results showed that influencer credibility, authenticity, attitude, peer and social influence, and perceived behavioral control were positively associated with purchase intention. Multiple regression analysis revealed that influencer credibility, attitude, peer and social influence, and perceived behavioral control were significant positive predictors of purchase intention, whereas authenticity became non-significant in the full model. Mediation analysis using PROCESS Model 4 indicated that influencer credibility exerted a significant indirect effect on purchase intention through students’ attitudes but not through authenticity. Overall, the findings highlight attitude as a crucial pathway through which credibility translates into intention and offer practical insights for brands seeking to effectively engage university audiences through Instagram-based influencer marketing.