@inproceedings{65d83d8ca6a04c499fab44044ca613f6,
title = "Social Media and Digital Influencers: The Role of Perceived Influence, Trustworthiness, and Information Quality on Purchase Intention of Local Fashion Brand",
abstract = "Nowadays, a brand{\textquoteright}s marketing strategy has become an all-digital approach. Social media, such as Instagram, is a platform that is frequently used to carry out promotional activities. The use of digital influencers is one of the ways to influence and promote consumers on social media. This study examines the effectiveness level of digital influencers{\textquoteright} perceived influence on consumers{\textquoteright} intention to purchase, focusing on local fashion brand. In addition, other variables, such as influencer trustworthiness and information quality, are also examined, which can affect consumers{\textquoteright} intention to purchase. This study utilized structural equation modeling (SEM) using questionnaires from 228 respondents and processed the data using LISREL 8.51. The results reveal that three variables have proven effective in increasing consumer intention to purchase: perceived influence, brand engagement in self-concept, and influencer trustworthiness.",
keywords = "Brand engagement, Digital influencer, Information quality, Social media, Trustworthiness",
author = "Fransiskus Ryan and Yeshika Alversia and Arviansyah",
note = "Publisher Copyright: {\textcopyright} The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.; International Conference on Marketing and Technologies, ICMarkTech 2023 ; Conference date: 30-11-2023 Through 02-12-2023",
year = "2025",
doi = "10.1007/978-981-97-3698-0_37",
language = "English",
isbn = "9789819736973",
series = "Smart Innovation, Systems and Technologies",
publisher = "Springer Science and Business Media Deutschland GmbH",
pages = "559--572",
editor = "Reis, {Jos{\'e} Lu{\'i}s} and Peter, {Marc K.} and Reis, {Lu{\'i}s Paulo} and Zorica Bogdanovic",
booktitle = "Marketing and Smart Technologies - Proceedings of ICMarkTech 2023",
address = "Germany",
}