DETERMINANTS OF ENGAGEMENT INTENTIONS AND THE MEDIATING ROLE OF PERCEIVED FIT WITH PERSONAL INTERESTS IN PEACHY LIV’S INSTAGRAM AUDIENCE

Abstract

In the era of digital communications, social media influencers are a major force in determining audiences’ behavior. 81% of consumers had either purchased, researched, or considered buying a product or service after seeing recommendations from influencers. As such, it is crucial to research the variables influencing audience engagement intentions. This quantitative study explores the impact of influencer opinion leadership and perceived quality of information on audience engagement intentions on Instagram, mediated by perceived fit with personal interests. Data were gathered via an online research scale with a convenience sample of 500 respondents drawn from Peachy Liv's Instagram audience. For analysis, the path analysis technique was used in SPSS Statistics. The findings reveal both opinion leadership and information quality significantly influences engagement intentions. Moreover, the impacts of opinion leadership and perceived quality of information on engagement intentions are stronger when it is mediated by the perceived fit with personal interests. This emphasizes how crucial it is to match content to audience interests in order to increase engagement. These observations add to the body of knowledge in digital communications, specifically within the realm of influencer marketing, and offer practical implications for marketers and influencers aiming to maximize audience engagement.