Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

Abstract: Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. The 210 sample data were collected through an online survey. Collected data were analysed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). Theoretical perspective: This study is developed based on the Social Influence Theory (SIT) and Source Attractiveness Model, evaluating the influence of familiarity, likeability, and similarity on consumer attitudes towards brands and purchase intentions. Empirical data: This study is only based on primary data collection. A cross-sectional research design was deployed. A five-point Likert scale was used to measure participants' level of agreement with several items within five variables (i.e., familiarity, likeability, similarity, consumer attitudes towards brands, and purchase intentions). Findings: Positive consumer attitudes towards the brand positively influence purchase intention. Consumer attitudes towards the brand mediated the relationship between familiarity, likeability and similarity and purchase intention. Practical Implications: This research guides marketers in selecting social media influencers based on attractiveness, particularly for the brands that conduct marketing activities on Douyin. In addition, marketers should focus more on building positive consumer attitudes when conducting marketing campaigns on social media.