The Impact of Social Media Influencers, Brand Image, and Attitude on Purchase Intention

The rise of social media has transformed marketing strategies. This study examines the impact of technology-driven social media influencer marketing supported by algorithmic distribution, social media automation, and data analytics on brand image and purchase intentions, focusing on Generation Z and Millennials in Jakarta, specifically regarding Nike products. The research explores how brand attitude and brand image mediate the relationship between influencers and purchase intentions. Purposive sampling was chosen to target respondents who had prior experience with Nike products. Screening filters were applied to minimize sampling bias, and duplicate IP responses were removed. Ethical consent was obtained via pre survey agreement. While data visualization is currently text-based, future versions will incorporate simplified structural models with significance path highlights to aid practitioner use. from individuals familiar with Nike products, with analysis conducted using Structural Equation Modeling (SEM) in Smart PLS 4.0 software. Results indicate that social media influencers significantly influence both brand attitude and brand image, which, in turn, affect purchase intentions. The study found that brand image had a stronger impact on purchase intention than brand attitude. Interestingly, brand attitude did not mediate the influencer purchase link as expected. This opens space for exploring newer psychological or algorithmic mediators, such as digital trustworthiness or influencer follower engagement metrics. These findings underscore the importance of influencer marketing in shaping consumer perceptions and decisions. The study suggests that brands should leverage influencer driven storytelling to engage with their target audience more effectively. This research contributes to the understanding of digital marketing’s role in influencing consumer behavior, providing valuable insights for businesses to optimize their marketing strategies in the digital age.