From Influence to Purchase: Unraveling the Impact of Influencer Credibility, Brand-Involvement and Influencer Professionalism on Perceived Quality and Trust-Driven Purchase intention
Survey reveals influencer credibility and professionalism shape perceived quality in social media users, indicating customer trust moderates purchase intention.
Key Points
Perceived quality directly guides purchase intention across 330 surveyed social media users, while influencer credibility and content quality drive product assessments.
Structural equation modeling analyzed survey data from 330 active consumers to evaluate influencer professionalism, brand involvement, and customer trust dynamics.
Highlights the strategic value of influencer credibility for marketing campaigns, suggesting that customer trust reinforces the link between perceived quality and purchases.