This research examines the rise of influencer marketing via Instagram celebrities and determines the impact of different variables such as social presence, brand attitude and trustworthiness on Jordanian local brand evaluation. The study examined the rise of social media influencer marketing and new Instagram celebrities, along with mechanisms that make them appealing to customers. To support the proposed model, a quantitative method was employed to collect data through online surveys. The sample consisted of 569 Instagram users who follow Jordanian social media influencers; participants were selected using volunteer sampling approaches. The data was analyzed using structural equation modelling which is considered the best technique to test the hypothesis and determine the relationship between different variables, as well as the mediation impact of social presence. The conceptual model was verified using AMOS 26. Hypotheses are tested using structural equation modeling to confirm the properties of the dimensions. The findings reveal the effectiveness of social media influencer marketing on Instagram as the Instagram celebrities develop more trust for customers and encourage them to enhance their attitude towards local Jordanian brands’ products and services. Nonetheless, the experiential results reveal the role of social presence in evaluating the impact of Instagram celebrities on trustworthiness, positive brand attitude and direct interaction. It has been found that influencer marketing has a high impact on Instagram celebrities, as it leads to an increase in trust and a positive attitude. Other than this, the findings significantly contribute to the level of research regarding the rise of influencer marketing and its impact on Instagram posts and influencers.

E-Marketing; social media; celebrities; branding; consumer behavior; Jordan

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