Purchase intention of South African youth and alcohol advertising through social media influencers

Abstract

Purpose: The study aims to investigate the purchase intention of South African youth between ages 18 to 25 and alcohol advertising through social media influencers.

Theoretical approach: The conceptual model of the study draws inspiration and synergies from the elaboration likelihood model theory, source credibility theory, social learning theory and source internalisation and source identification theories, based on previous persuasion and influencer marketing literature.

Design/methodology/analysis: The study employs a quantitative research design, utilising self-administered questionnaires in the form of online survey as primary method of data collection. The study population consists of individuals between the ages of 18 to 25 who have internet access and active on social media. The study analysis is dominated by descriptive tests and multiple linear regression models to test given hypotheses.

Findings: A total of 346 respondents data collected, the study affirmed positive correlation between social media influencers and purchase intent from alcohol advertising. It revealed that when people identify with influencers, they become attracted to them, they trust them more, and are more included to purchase advertised products, particularly alcohol in this study. Additionally, internalisation enhances trust and positive responses to advertisements. However, while influencer match-up affects purchase intention, influencer trustworthiness, attractiveness, and expertise seem to have less impact. Nonetheless, younger demographics tend to trust and identify with influencers, significantly influencing their product purchase decisions.

Practical implications: Authorities must relook the adequacy of alcohol advertising regulations and practices in protecting impressionable youths from SMI advertising. It is also important to educate the youths that SMI advertising may not mirror true life realities and should be emulated with care or not be emulated at all.

Originality/value: The study contributes to SMI marketing literature, within the context of alcohol advertising as well as youth in South Africa. There is lack of literature providing context of social media influencers and alcohol advertising in South Africa and Africa