The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia

In recent years, influencers on social media platforms have received substantial attention during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and credibility plays a mediating role in the link between these variables. A survey was conducted in the Eastern Region of Saudi Arabia with 312 respondents, and partial least squares (PLS-SEM) were used for data analysis. The findings indicate that a significant link was identified between SMIs and purchase intentions, and credibility was determined to play a mediating role between these variables. Furthermore, the findings contribute to understanding customer behavior. The paper discusses the implications and opportunities for the future research.