Influencer Characteristics in Social Media and Purchase Intention:Explaining the Role of Trust and Image Satisfaction (case of study: women's clothing industry)

Recently, with the spread of social media, marketers and brands use Influencers as marketing strategies to introducing products, however, the realization of marketing goals is not possible without a complete understanding of the influencers' characteristics. In this regard, this study was conducted with the aim of determining the the effect of the influencers' characteristics (expertise, credibility, physical attractiveness, homogeneity) on the purchase intention with the mediating role of trust and image satisfaction in the clothing industry. This research is applied in terms of purpose and descriptive-survey in terms of data collection method. The statistical population of the research includes all female users on the Instagram social network. The required sample size was determined based on Cochran's formula of 384 people, and the samples were selected using the available non-probability method. To collect data, a standard questionnaire was used, and its reliability and validity were confirmed. The research data were also analyzed using the method of structural equation modeling with partial least squares approach. The results showed that trust mediates the effect of credibility and homogeneity on purchase intention. However, the effect of expertise and physical attractiveness on the creation of trust was not significant. In the following, it was found that image satisfaction mediates the effect of expertise, physical attractiveness, and homogeneity on purchase intention, and the effect of credibility on image satisfaction was not confirmed. The findings of the research lead to a better understanding of influencer marketing in the clothing industry.