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INFLUENCER IMPACT ON ENGAGEMENT, EXPECTED VALUE, AND PURCHASE INTENTION: A STUDY AMONG CROATIAN CUSTOMERS

This paper aims to investigate A) the impact of influencers on followers’ brand engagement in self-concept, expected brand value, and intent to purchase, B) the impact of brand engagement in self-concept on expected brand value and intent to purchase, and C) the impact of followers expected brand value on intent to purchase. Based on this, a conceptual research model was developed, and hypotheses were formed, which were tested using the software package SPSS AMOS 26 by the structural equation modelling method. The research was conducted through the social network Facebook, and 488 correctly completed survey questionnaires were collected. The empirical research results show a positive impact of influencers on the followers' brand engagement in self-concept, the brand's expected value, and the intent to purchase. On the other hand, brand engagement in self-concept has no impact on the brand's followers' expected value. Also, followers' brand engagement in the brand's self-concept and expected value does not affect the followers’ intention to purchase. In addition to gaining new insights into customer behavior concerning influencing their purchasing decisions, the results will contribute to marketing and sales professionals in shaping customer performance strategies.

influencers, followers, brand, promotion, influence marketing expected value

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