Examining The Impact Of Social Media Influencer’s Physical Attractiveness Via Instagram Reels On The Purchase Intention For Local Fashion Brand

Abstract

This study aims to investigate the influencers’ physical attractiveness, on purchase intention (PI) through the number of viewers via Instagram Reels feature for local fashion brand in Kuching, Sarawak. The population of this study entails all followers on their Instagram accounts. However, only three fashion model influencers from the same modelling agency were selected and approved the request of sharing the content on their official platforms. The main findings of this study have a number for marketing management that hint at hiring the influencers who are highly trusted owing to their physical attractiveness rather than only depending on their extensive expertise in the area. This study was able to add a value to the current understanding of customer engagement by looking at these dimensions’ number viewers on Instagram reels that portray physical attractiveness.