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With the evolution of digital technology, consumers have become content co-creators, deeply engaged with brands through social platforms. Digital influencers have emerged as key figures in this ecosystem, shaping brand perception and potentially impacting followers’ purchase intentions. This study explores the influence of digital influencers on followers’ purchase intentions through a quantitative survey. Data from 110 respondents were analyzed using Pearson’s correlation to test five hypotheses. The results suggest a nuanced relationship, where only a general perception of influence showed statistical significance. Findings emphasize the importance of understanding perceived influence in shaping purchase behavior, while highlighting the complexity of intermediary factors.

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The Role of Digital Influencers in the Purchase Intention Process

  • 会议论文

  • 发表日期：

    2026年

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  • Inês Serra,
  • Patrícia Costa,
  • Mariana Carvalho,
  • Madalena Abreu

摘要

With the evolution of digital technology, consumers have become content co-creators, deeply engaged with brands through social platforms. Digital influencers have emerged as key figures in this ecosystem, shaping brand perception and potentially impacting followers’ purchase intentions. This study explores the influence of digital influencers on followers’ purchase intentions through a quantitative survey. Data from 110 respondents were analyzed using Pearson’s correlation to test five hypotheses. The results suggest a nuanced relationship, where only a general perception of influence showed statistical significance. Findings emphasize the importance of understanding perceived influence in shaping purchase behavior, while highlighting the complexity of intermediary factors.