Effect of Social Media Influencer Credibility on Consumer Purchase Intentions: An Empirical Analysis

Abstract

Social media influencers are now an unignorable part of of today's marketing communication. In contrast to the traditional celebrities, influencers are directly connected with their followers and build more personal relationships with them by interacting with them regularly and sharing content with them. They feel closer to the consumer so they are able to influence the consumer's opinion and purchasing decision. This study aims to explore how the credibility of the social media influencers influences the consumers' buying decisions. Perceptions of credibility are often linked to the sense of trustworthiness, expertise, authenticity and attractiveness and can bias the interpretation and evaluation of promotional messages. With the rise of consumer-centered social media as a source of information, recommendations, and product discovery, the study and understanding of influencer credibility is crucial for marketers and consumers alike. The factors studying the Effect of Social Media Influencer Credibility on Consumer Purchase Intentions are Trustworthiness, Expertise, Attractiveness and Authenticity.