Role of Influencer's Characteristics (Age, Gender and Country of origin) in Determining Purchase Decisions among UK Followers_Vol. 3 No. 4 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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Role of Influencer's Characteristics (Age, Gender and Country of origin) in Determining Purchase Decisions among UK Followers

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DOI: https://doi.org/10.62517/jbm.202609407

Author(s)

Anqi Chen

Affiliation(s)

Business School, Central University of Finance and Economics, Beijing, China

Abstract

Research examining influencer attribute effects within the UK market remains limited. This quantitative study uses questionnaire surveys to investigate how influencers’ age, gender and country‑of‑origin (COO) shape followers’ purchase decisions, as well as the mediating role of brand congruence. Results show influencer age and COO exert positive effects on purchase decisions, whereas gender has no significant impact. Brand congruence exhibits no mediating effect. This research offers practical guidance for UK brands on influencer recruitment and informs future cross‑regional studies.

Keywords

Influencers' Characteristics; Purchase Decision; Brand Congruence

References

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