Effect of Social Media Influencers’ Credibility on Consumers’ Purchase Intentions: A Mediating and Moderating Analysis

This research aims to produce empirical evidence by determination the credibility aspects of an influencer that how this perceived credibility of influencers turns into the favorable consumers’ intentions to purchase the specific brand. This study is an effort to highlight the problem of understanding the characteristics of social media influencers in cultivating the purchase intentions of customers, specifically in the fashion sector of Pakistan. Moreover, this research also studies the phenomenon by the mediation role of band image in the relationship between credibility and consumers’ purchase intentions. Additionally, to make the relationship more elaborative, this study utilizes brand self-congruence as the boundary condition of this relationship. Data for the study was gathered from the customers of fashion sector who follow any or few social media influencers. Findings of the study show that the trustworthiness, likeability, and homophily of social media influencers have been shown in this study to be successful at influencing consumers' brand perceptions, which in turn impact consumers' purchase intentions. More convincingly, brand image mediates the connection between customers' purchase intentions and the trustworthiness, likeability, and homophily of social media influencers. Additionally, customers who have a high level of brand self-congruence are more likely to purchase particular brands. This study reveals that the expertise and knowledge of the social media influencer might not be an effective tool to consider when selecting an influencer for the campaign of the fashion brand. This study offers insightful information on how advertising and social media influencers might affect consumers' intentions to make purchases.