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September 18, 2025

Effect of Social Media Influencer Marketing on Consumer Purchase Intention in Pakistan: The Mediating Role of Credibility and the Moderating Role of Trust

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Authors

SRSharjeel Abdul RahimAIAhsan IqbalSouth Dakota State UniversityMRMuhammad Sufyan RamishDow University of Health Sciences

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Overview

Analysis shows social media influencers affect purchase intentions in Pakistan, highlighting the roles of credibility and trust.

Key Points

  • Influencer marketing significantly shapes consumer purchase intention, indicating the importance of credibility and trust.
  • Evidence reveals that strategic influencer strategies increase consumer trust, leading to more effective purchasing decisions.
  • This observational analysis explores the psychological and emotional dynamics within Pakistani consumers regarding influencer interactions.
  • These findings highlight the necessity for culturally tailored strategies to enhance influencer marketing effectiveness in Pakistan.

Cite This Study

Rahim et al. (2025) studied this question.

synapsesocial.com/papers/68d461d231b076d99fa61522https://doi.org/10.63056/acad.004.03.0773
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