The influence of instafamous characteristics on brand image

Abstract

The purpose for this study is to investigate the influence of Instafamous characteristics on brand image. Instafamous is a fashion blogger who ordinary individuals give fashion tips and introduce certain brands to through their social media platforms. Brand image refers to a good or service is that reflected by the brand associations held in consumers’ minds. Instafamous with its great personality could be a recognized endorser for a brand which helps businesses achieve positive brand image among target consumers. A PATER Model is used for this study and this term stands for Popularity, Attractiveness, Trustworthiness, Expertise and Relevance. The data was collected via survey and the number of valid respondents amounted to 282. The data was analyzed using SPSS Version 25. Findings reveal that Instafamous’s popularity, attractiveness and trustworthiness have significant influence on a company’s brand image. Meanwhile the other two characteristics - expertise and relevance - have relationships with brand image that are not relevant. These findings suggest that marketers should be more careful in selecting an Instafamous person who are considered attractive in promoting new trends and who can fit well with the brand. Marketing communications practitioners should design marketing messages with Instafamous who can successfully express effectively what the brand stands for to encourage sales and market demand for product purchases.