Measurement items
| Variables | Items | Source | |
|---|---|---|---|
| Please give your opinion regarding the influencer you have chosen | |||
| Influencers' credibility | Attractiveness | Attractive –Unattractive | Ohanian (1990) |
| Beautiful –Ugly | |||
| Sexy –Not sexy | |||
| Trustworthiness | Dependable –Undependable | ||
| Honest –Dishonest | |||
| Sincere –Insincere | |||
| Expertise | Experienced –Inexperienced | ||
| Knowledgeable – Unknowledgeable | |||
| Qualified-Unqualified | |||
| Consumer involvement | Purchase Involvement | I think a lot about my choices when it comes to beauty products | Cass and O'Cass (2000) |
| I place great value in making the right decision when it comes to beauty products | |||
| Making a purchase decision for beauty products requires a lot of thought | |||
| I attach great importance to purchasing beauty products | |||
| Product Involvement | I think about beauty products a lot | ||
| I am very interested in beauty products | |||
| Beauty products are important to me | |||
| I pay a lot of attention to beauty products | |||
| Consumption Involvement | Wearing beauty products is important to me | ||
| I feel a sense of personal satisfaction when I wear beauty products | |||
| Wearing beauty products is a significant part of my life | |||
| Using beauty products means a lot to me | |||
| Attitude towards Ads | Considering general advertising on Instagram, including sponsored posts and advertisements, in your opinion, the advertising for beauty products is … | Speck and Elliott (1997) | |
| Useful | |||
| Interesting | |||
| Excessive | |||
| Annoying | |||
| Believable | |||
| Wastes my time | |||
| Attitude towards influencer-endorsed products | Taking into account the advertising by the influencer you chose, and who promotes beauty products or brands, in your opinion, the advertising that the influencer does for beauty products is … | Speck and Elliott (1997) | |
| Useful | |||
| Interesting | |||
| Excessive | |||
| Annoying | |||
| Believable | |||
| Wastes my time | |||
| Purchase intention | The likelihood of me buying beauty products recommended by this influencer is high | Dodds et al. (1991) | |
| If you were to buy beauty products, you would consider the products announced by this influencer | |||
| I intend to buy beauty products that were advertised by this influencer | |||
| Variables | Items | Source | |
|---|---|---|---|
| Influencers' credibility | Attractiveness | Attractive –Unattractive | |
| Beautiful –Ugly | |||
| Sexy –Not sexy | |||
| Trustworthiness | Dependable –Undependable | ||
| Honest –Dishonest | |||
| Sincere –Insincere | |||
| Expertise | Experienced –Inexperienced | ||
| Knowledgeable – Unknowledgeable | |||
| Qualified-Unqualified | |||
| Consumer involvement | Purchase Involvement | I think a lot about my choices when it comes to beauty products | |
| I place great value in making the right decision when it comes to beauty products | |||
| Making a purchase decision for beauty products requires a lot of thought | |||
| I attach great importance to purchasing beauty products | |||
| Product Involvement | I think about beauty products a lot | ||
| I am very interested in beauty products | |||
| Beauty products are important to me | |||
| I pay a lot of attention to beauty products | |||
| Consumption Involvement | Wearing beauty products is important to me | ||
| I feel a sense of personal satisfaction when I wear beauty products | |||
| Wearing beauty products is a significant part of my life | |||
| Using beauty products means a lot to me | |||
| Attitude towards Ads | |||
| Useful | |||
| Interesting | |||
| Excessive | |||
| Annoying | |||
| Believable | |||
| Wastes my time | |||
| Attitude towards influencer-endorsed products | |||
| Useful | |||
| Interesting | |||
| Excessive | |||
| Annoying | |||
| Believable | |||
| Wastes my time | |||
| Purchase intention | The likelihood of me buying beauty products recommended by this influencer is high | ||
| If you were to buy beauty products, you would consider the products announced by this influencer | |||
| I intend to buy beauty products that were advertised by this influencer | |||
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.