Influencer characteristics and inspiration as predictors of consumer purchase intention: The moderating role of gender

Abstract

In the contemporary digital environment, social media represent one of the most important channels of communication between brands and consumers. Influencers, as key actors on these platforms, shape consumer opinions, attitudes, and behavior. The aim of the research is to analyze the effects of influencer attributes and the moderating role of gender on consumers' purchase intention in a digital context. Additionally, the study examines the role of inspiration as a psychological mechanism that may further explain the influence of emotional and interactive dynamics between influencers and their followers. Special attention is given to exploring gender differences in the perception and effects of influencer impact, to determine whether consumer gender contributes to varying response patterns. Empirical findings highlight the significance of credibility, emotional connection, and inspiration as key factors that strongly shape consumer behavior and foster positive brand attitudes, whereas influencer attractiveness and interactivity did not show a statistically significant effect on purchase intention. The theoretical contribution of this study lies in deepening the understanding of influencer effects on consumers' purchase intention, with an emphasis on emotional and interactive dimensions and gender differences, addressing gaps in the existing literature and providing a basis for developing more precise theoretical and practical models in digital marketing.