The Influence of Instagram Reviews on Purchase Intention for Skincare Products: A Correlation Analysis

Document Type : Original Article

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1 Department of Marketing and International Business, Arab Academy for Science, Technology and Maritime Transport

2 Assistant professor marketing and international business, Arab Academy for science and Technology and Maritime Transport, Egypt.

Abstract

Abstract:
This study investigates the influence of Instagram review dimensions—message credibility, source credibility (trustworthiness and expertise), review quality, and review quantity—on purchase intention for skincare products among Egyptian consumers. Using a simulated sample of 380 respondents, Pearson correlation analyses revealed strong positive correlations (r = .70–.82, p < .01) between all review dimensions and purchase intention, with message credibility showing the strongest association (r = .82). These findings highlight the critical role of credible, high-quality, and abundant reviews in driving consumer behavior. Implications for marketing, limitations of simulated data, and future research directions are discussed.

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