Enterprising social media communities: how Instagram influencers shape Gen Z purchasing intentions in Middle-Eastern universities

Marwan Azouri

Journal of Enterprising Communities: People and Places in the Global Economy, 2026, vol. 20, issue 5, 1432-1450

Abstract: PurposeThe purpose of this study is to examine how Instagram influencers shape the purchase intentions of Gen Z students in Middle Eastern universities, focusing on source credibility (expertise, trustworthiness and informativeness), trust in the influencer, physical attractiveness and parasocial interaction (PSI).Design/methodology/approachGrounded in Source Credibility Theory, the Elaboration Likelihood Model and Parasocial Interaction Theory, this study used a cross-sectional survey with purposive sampling of 800 students aged 18–28 years (460 BA; 340 Master’s). Established scales (five-point Likert; back-translated to Arabic) were validated via confirmatory factor analysis and tested in a structural model estimated in JASP 0.19.3.FindingsThe measurement model showed excellent fit. Structural equation modeling results indicate all predictors positively affect purchase intention, with the largest effects for physical attractiveness and PSI, followed by informativeness and trust in the influencer. Trustworthiness and expertise offered smaller but positive contributions. The findings of this study support a dual-process account in which affective–relational cues and diagnostic information jointly drive intention on a highly visual platform.Research limitations/implicationsThis study is limited by its cross-sectional design, reliance on intention rather than behavior and use of non-probability sampling, which may affect generalizability.Practical implicationsBrands should prioritize creators with natural brand–creator match-up and strong community bonds. Strategies should pair aesthetic appeal with decision-useful content while safeguarding authenticity through transparent disclosure.Originality/valueThis research provides one of the first large-sample tests of an integrated influencer-effects model among Lebanese Gen Z, offering insights into how credibility, attractiveness and parasocial dynamics jointly shape purchase intentions. Beyond documenting effects in a new context, this study refines existing theories by showing that affective–relational cues (attractiveness and PSI) systematically dominate classic credibility facets even when modeled jointly and by locating this hierarchy in a crisis-affected Middle-Eastern setting, thereby clarifying boundary conditions for credibility and parasocial theories in social commerce.

Keywords: Influencer marketing; Generation Z; Instagram; Credibility; Trust; Attractiveness; Parasocial interaction; Purchase intention (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:eme:jecpps:jec-09-2025-0320

DOI: 10.1108/JEC-09-2025-0320

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