From Likes to Buys
Exploring the Impact of Social Media Influencer Marketing on Consumer Purchase Intentions Through Credibility
DOI:
https://doi.org/10.48112/tibss.v1i3.644Abstract
Abstract Views: 1627
This study integrated a model breaking social media influencers’ characteristics into several variables and testing its relationship with consumer purchase intention with the mediation of the credibility of the influencer. To test proposed the model, data was collected from 300 regular social media users who followed at least one social media influencer on social media. Subsequently, the data was analysed using Structural Equation Modeling (SEM). The findings of the study supported the relationship between the credibility of the influencer and with consumer’s purchase intention. It also supported the mediation of credibility with purchase intention for all the influencer characteristics (expertise, trustworthiness, entertainment value, information quality, likability) except for the expertise of the influencer. In addition, all the characteristics except likability were found to be not significant with purchase intention, and all characteristics with credibility were supported. Thus, brands are recommended to target those influencers who possess such qualities so their product or service could reach the audience through credible sources because the study showed a positive relation between the credibility of an influencer and the consumer’s purchase intention.
Keywords:
Entertainment value, Influencer marketing, Information quality, Purchase intention, Social mediaReferences
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