Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

An Investigation of Source Credibility: Evaluating the role of the Macro and Micro Influencers

Published: May 27, 2020


Noreen Siddiqui, Glasgow Caledonian University; Elaine Ritch, Glasgow Caledonian University ; Heather Bryson, Glasgow Caledonian University; Norman Peng, Glasgow Caledonian University


source; credibility; influencers


The purpose of this research is to explore the source credibility of the macro and micro influencer on the purchase intentions of millennial consumers. The research focuses on Instagram within the context of fashion clothing. Adopting an interpretivist philosophy, 10 in-depth interviews were conducted. Findings revealed motivations to follow influencers include information, inspiration, assurance, body shape and risk reduction in purchase decisions. Number of followers did not indicate expertise. Macro Influencers were regarded as ‘professionals’ with product endorsement visibility on their pages. Micro Influencers, demonstrating lifestyle and unique styling were regarded as more trustworthy and credible source of information. The ‘credibility of the source’ for an influencer is dependent on trust, personality and styling. Following influencers does not impact on purchase intention behaviour as consumers personal clothing tastes and preferences were key to decision making.