Abstract:

Nowadays, influencers are considered as operating resources co-creating value, which improves brand equity and thus consumer purchase intent. This study aims to study the impact of influencer marketing, brand equity, and value co-creation on purchase intention. To do this, we conducted a quantitative study by choosing the case of ―Make-up-forever‖ endorsed by ―Khouloud Moalla on Instagram. In total, 320 young people participated in the survey. The results show that influencer marketing, brand equity and co-creation of value are direct determinants of consumer purchase intention on Instagram. Consequently, our results generate important theoretical and managerial implications for the use of this channel.