From Content to Conversion: How Female Consumers’ Perceptions of Gaming Content from Influencers Shape Attitude and Purchase Intention

Abstract

Influencer marketing is increasingly used as a strategy to promote games and stimulate ingame purchases. Marketers and companies have invested significant resources in influencer marketing. Therefore, this study aims to identify the main factors related to influencer marketing in the gaming industry that can predict purchase intention from a gender-specific perspective. The research fills a gap in the literature by examining how female consumers’ attitudes toward content shaped by specific content characteristics affects their purchase intention. The study is based on the Theory of Planned Behavior (TPB), Social Influence Theory, and Gender Theory. The proposed model examines the influence of content characteristics and female consumers’ attitudes toward influencer content on shaping their purchasing intentions. To test the model, an online survey was conducted via Qualtrics, gathering responses from 374 participants. Partial least squares (PLS) path modeling results indicate that the perceived playfulness and informative value of influencer-generated content have a positive impact on consumer attitudes toward influencer content, which in turn affect their purchase intentions. This study contributes to the literature by extending the Theory of Planned Behavior to the content of influencer marketing. Practically, the findings suggest that enhancing playfulness and informativeness is key to engaging female consumers and boosting conversions.