The Effect of Instagram Influencer Ads on Female Students’ Purchasing Behavior at Jordanian Universities

Abstract

The study aimed to identify the impact of Instagram influencers' ads on purchasing behavior of Jordanian university students, an electronic questionnaire was distributed to an equal quota sample of 450 female students at at Yarmouk University, the University of Jordan, and Mutah University. The study found that the largest percentage of respondents (40%) follow the pages of influencers for an hour to less than two hours, and that most products advertised through influencers via Instagram are interested in clothes, and the most prominent elements of attention included in influencers' ads were natural and realistic images of the product. The most interesting elements of influencers' ads were the logic and accuracy of the information in proportions and figures about the advertised product, while the most prominent influential elements in creating a desire for the respondents were: Clarifying the price of the product in the advertisement, and the percentage of respondents who buy the advertised products (43.8%), and the lack of confidence in the products advertised by influencers is one of the most prominent reasons for not buying for them.