The Influence of Digital Influencers Recommendations on Building Positive Consumers Response Toward Digital Advertising and Purchase Intention

Purpose: This study aimed to analyze the influence of the perceived usefulness of digital influencers recommendations or “influencers recommendations”, entertainment, and personalization on a consumers' attitudes toward digital advertising and purchase intention. Design/methodology/approach: A quantitative method was adopted using Structural Equation Modeling (SEM) with SMARTPLS. This study used the data of 360 respondents selected using a random sampling method. Findings: The results showed that influencers recommendations, entertainment, and personalization significantly influence building positive attitudes toward digital advertising. Furthermore, attitude toward digital advertising was partially mediated between influencers recommendations and purchase intention. Research limitations/implications: This study contributes to advertising literature by adapting the perceived usefulness of digital influencers recommendationss as antecedents. Practical implications were also used by providing a strategy to build effective digital advertising. Originality/value: The empirical study on the effect of digital influencers recommendations on advertising attitude was examined which was still scarce in digital advertising literature.