The Impact of Influencer Attributes on Purchase Intention: Evidence from Influencers’ Virtual Boutiques in Qatar

Abstract

The rise of social media influencers has significantly reshaped the digital marketing landscape, introducing innovative strategies for promoting goods and services. This research explores the emerging phenomenon of Influencers' Virtual Boutiques, a novel form of social commerce recently gaining traction in the Gulf Cooperation Council (GCC) region, particularly in Qatar. These virtual boutiques operate as curated digital storefronts where influencers endorse and sell products directly to their followers. This study examines four key attributes—trustworthiness, expertise, attractiveness, and authenticity—and their influence on the purchase intentions of followers from the influencer’s virtual boutiques. The findings demonstrated that authenticity is the strongest predictor of purchase intention, while trustworthiness, expertise, and attractiveness did not show significance. These results suggest a shift in consumer preferences, where relatability and genuine influencer engagement play a more crucial role than traditional credibility markers. This study contributes to the growing body of influencer marketing and social commerce research by offering empirical evidence on the emerging influencer virtual boutique model in the Qatari market.