Abstract
Background: Social media influencers (SMIs) are critical information sources for beauty and
personal care product purchases, yet limited research exists on their effectiveness in emerging
markets like South Africa. Existing studies focus on the developed markets and peripheral
persuasion factors, neglecting central routes (argument quality) to information adoption.
Objectives: This study investigates how SMIs impact South African consumers’ beauty and
personal care product purchase intentions by extending the information adoption model
(IAM) to include central and peripheral route factors.
Method: A quantitative cross-sectional survey design was employed using online
questionnaires distributed via social media platforms. Non-probability snowball sampling
yielded 242 usable responses from South African social media users aged 18–65 years who
followed beauty influencers. Structural equation modelling was conducted to test the
hypothesised relationships.
Results: Relevance, expertise, trustworthiness, similarity and likeability have significant
positive relationships with perceived usefulness. Comprehensiveness does not have a
significant relationship with perceived usefulness. Perceived usefulness significantly
influences information adoption, which positively affects purchase intention.
Conclusion: Central and peripheral factors influence SMI effectiveness, with expertise
demonstrating the strongest impact. The non-significant comprehensiveness effect challenges
information richness theory, suggesting that focused content outperforms exhaustive
information in social media environments.
Contribution: This research extends the IAM by incorporating source attractiveness constructs
and challenges established information processing theories, as well as validates the model in
an emerging market context.