Influencer-Driven Interactivity: Shaping Followers’ Lifestyles and Purchase Preferences with Perceived Usefulness as a Moderator.
Abstract
The primary objective of this study is to investigate the relationship between influencer interactivity and followers’ lifestyles, and how these factors collectively influence purchase preferences. The study further examines the moderating role of perceived usefulness in this dynamic. Using a quantitative approach, data were collected via an online survey using a nonprobability convenience sampling technique. The sample comprised 320 respondents. Data analysis was conducted using Structural Equation Modeling (SEM) in SMART PLS 4 and SPSS, leveraging variance-based PLS-SEM to rigorously evaluate the proposed relationships. The analysis demonstrated strong evidence that influencer interactivity significantly shapes followers' lifestyles. Furthermore, followers' lifestyles significantly influence their purchase preferences, and this mediation strengthens the relationship between influencer interactivity and purchase preferences. Finally, perceived usefulness was found to be a significant moderator of the relationship between followers’ lifestyles and their purchase preferences. For marketers and influencers, these findings underscore the importance of crafting content that aligns with consumers' trust and preferences. Enhancing engagement strategies can amplify the perceived usefulness of influencer-generated content and improve its effectiveness in driving purchase preferences. Additionally, targeted follow-up tactics can be employed to reinforce follower purchase intention. Influencers’ direct interactions with consumers play a pivotal role in shaping consumers' perceptions, making content more persuasive and actionable. In today’s digitally driven landscape, influencer marketing has emerged as a powerful force in shaping consumer behavior. While prior research has explained the broad effects of influencer marketing, this study delves into the underlying mechanisms by exploring how influencer interactivity shapes followers' lifestyles and purchase preferences. Notably, it introduces perceived usefulness as a moderator, a dimension previously underexplored in the literature. Unlike earlier studies that primarily focused on influencers' general impact, this research provides a nuanced understanding of how direct engagement between influencers and followers molds lifestyle choices and, consequently, purchase decisions.
DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.152-183
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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