Effect of Social Media Influencer Characteristics on PurchaseIntentions – Evidence from Pakistan

Abstract

The modern digital marketing landscape has seen the emergence of social media influencers as an essential part of marketing strategy. Social media influencers are people who can have an impact on how individuals perceive a certain brand or product through posts, videos, and other forms of content shared on social networks. This study examined the influence of certain characteristics of social media influencers on their credibility and consumers' purchase intention in Pakistan. A quota sample of 380 people completed an online questionnaire via Google Forms, and the data was analyzed through SmartPLS 3 using structural equation modeling. The results demonstrated that entertainment value, trustworthiness, and information quality had significant direct effects on the influencers' credibility and indirect effects on consumers' purchase intention. Additionally, the credibility and trustworthiness of social media influencers directly impacted the purchase intentions of consumers.