Social media stars: how influencers shape consumer's behavior on Instagram

Purpose - In today's global and competitive e-commerce market spaces, social media influencers (SMIs) exert substantial influence on consumer behavior. This study aims to examine how electronic word of mouth (e-WOM), Instagram usage and the credibility of SMIs shape the dynamics of consumer purchase behavior (PB). Design/methodology/approach - Information was gathered from 498 users in Ghana through judgmental sampling using SmartPLS 4. Findings - The findings revealed that influencers' credibility has a substantial impact on their followers' parasocial interactions. As a promotional tool, Instagram plays a significant role in how followers perceive the credibility of influencers by modifying the associations between parasocial connections, e-WOM and consumer PB. Research limitations/implications - The findings offer valuable information for marketing professionals looking to improve their advertising efforts by collaborating with influencers, along with unique perspectives on influencer dynamics in a diverse socioeconomic context, extending beyond conventional boundaries. Originality/value - Through an examination of the complex mechanisms underlying social media influencer advertisements on an e-commerce platform, namely, Instagram, this research uncovered the essence of customer behavior in the digital era, including the human need for connection, authenticity and trust, thus contributing to the literature empirical data from Africa, a region often overlooked in academic studies.