Insta-Influencers’ Endorsement Effect on Consumers’ Purchase Intention: Parallel Mediation Role of Brand Credibility and Brand Attitude

ABSTRACTThe paper aims to study the indirect effect of Insta influencers' endorsement on Indonesian consumers purchase intention through brand attitude and brand credibility. A survey method based on an online questionnaire is distributed to collect data from Indonesian Instagram users that resulted in 288 usable responses. Partial least squares structural equation modeling (PLS-SEM) is carried out to test the hypotheses. Research findings provide implications for both marketers and influencers by bolding the attribute of an effective endorsement that has tangible direct impact on Indonesian consumers' behavior.