“Followed, bought... but would they buy again?” The role of digital influencers in the purchase decision of follower-buyers
DOI:
https://doi.org/10.36517/contextus.2026.96012Keywords:
digital influencer; trustworthiness; expertise; parasocial relationship; (re)purchase.Abstract
Background: During the Covid-19 pandemic, Instagram became one of the most widely used social media platforms, serving both as a source of entertainment and as a channel of influence in purchase decisions. The Instagrammers played a significant role in shaping consumer habits, especially given the increase in online shopping during periods of social isolation.
Purpose: To investigate how perceived characteristics of digital influencers (i.e., trustworthiness, expertise, and parasocial relationship) are associated with followers’ purchase and repurchase intentions.
Method: This is a descriptive study with a quantitative approach, conducted through a survey with 400 respondents. The questionnaire, adapted from a previous study and validated for the Brazilian context, assessed three perceived characteristics of influencers: trustworthiness, expertise, and parasocial relationship. Data analysis included descriptive statistics, confirmatory factor analysis (CFA), ANOVA, and Tukey’s test.
Results: The results confirm that follower-buyers attributed high levels of trustworthiness, expertise, and parasocial relationships to Instagrammers. However, a significant portion of participants were undecided about repurchasing based on the same influencer’s recommendation, possibly due to dissatisfaction related to the product, service, or consumption experience. Moreover, respondents intending to repurchase reported significantly higher perceptions of these characteristics compared to both undecided and non-repurchasers.
Conclusions: This study contributes to advancing knowledge in consumer behavior and influencer marketing. Theoretically, it reinforces the role of perceived influencer characteristics in relationship building and purchase decisions. Methodologically, it contributes by adapting and validating an instrument for the Brazilian context within the Instagram environment. From a managerial perspective, it highlights the importance of cultivating authentic and trustworthy relationships to foster engagement and encourage repurchase. Socially, it highlights the influence of social media on consumption habits.
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