Influencers as people with a high influence on different people and due to the daily sharing of different issues have different influences on these people, among these influences can be the use of different models of bags and shoes that are recorded in photos and videos. It can be seen that influencers increase the intention to buy by the followers of these virtual pages, in fact, the influential personality of the influencer may arouse this feeling in the followers, for this reason, in this research, we present and develop a suitable model of the personality characteristics of the influencers So the increase in purchase intention and the exposing and interpretation the adverts by followers have been discussed with emphasis on personality traits. To determine the sample size in studies related to structural equations and according to the number of questions in the questionnaire (34), in this applied-analytical research, the minimum number of samples was 170. The results of our research indicated the effect of the pleasantness of the influencer on the willingness to purchase; since the followers of Production of bags and shoes pages perceive the influencer as a more pleasant person, their desire to buy the product will increase. Because the Production of bags and shoes industry has been among the industries related to fashion and beauty, if the influencer is pleasant or attractive to the followers, they will try to imitate his behavior and follow him, and this will increase the probability of purchase. On the other hand, the research results indicated a significant effect of pleasantness on purchase intention through the mediating role of attitude towards advertising. As long as influencers behave in a way that aligns with their followers' preferences and espouse ideas that are similar to those of their followers, followers will develop a positive attitude toward them and their advertisements, and thus will be motivated to buy. The results of our research also showed that the pleasantness of the influencers had a significant effect on the attitude towards the advertisement and the attitude towards the brand. According to the balance theory, as long as the Production of bags and shoes producing companies use influencers who have the most positive image among the followers, a strong emotional bond is formed between the influencer and the followers, and the possibility of persuasion to buy the product increases.

Influencers, Instagram, Attitude toward Advertising, Attitude toward Brand, Online purchase intention