The power of social media influencers on consumer purchase intentions in the fashion industry

Social media influencers play an increasingly important role in fashion marketing, yet the mechanisms linking their credibility to consumer purchase intentions remain insufficiently understood. This study examines how influencers’ perceived credibility and power shape purchase intentions toward fashion brands. Survey data from 255 consumers residing in Portugal were analysed using partial least squares structural equation modelling (PLS-SEM). Results show that trustworthiness, expertise, and attractiveness positively predict perceived credibility, while information value and psychological proximity strengthen perceived power. Credibility positively predicts perceived power, and both constructs are positively associated with purchase intentions. Perceived power also partially mediates the relationship between credibility and purchase intentions and emerges as the strongest direct predictor of purchase intentions. By distinguishing perceived power from credibility, this study advances understanding of how influencer evaluations translate into consumer purchase intentions and offer practical implications for influencer selection and fashion marketing strategies.