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Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] [PDF]

F1000Research
Introduction The social media landscape has radically changed and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of ...
Varalakshmi Alapati, Pranav Vilas Chavare, Smitha Nayak, Ramona Birau   +3 more
doaj   +2 more sources

Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 1; peer review: 2 approved]

F1000Research
Introduction The social media landscape has undergone radical changes and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions
Varalakshmi Alapati, Pranav Vilas Chavare, Smitha Nayak, Ramona Birau   +3 more
doaj   +2 more sources

Checkout or Scroll Down? Investigating TikTok’ Influencer Credibility Effects on Followers' Purchase Intentions

Jurnal Manajemen Teori dan Terapan
Objective: This study explores the influence of influencer credibility on consumer purchasing intentions on TikTok, focusing on the Indonesian market. It examines the mediating roles of trust and online engagement in the relationship between influencer ...
Salsabil Dwi Kusuma Prasetyo, Nurdin Sobari   +1 more
doaj   +2 more sources

Influencer credibility and consumer behavior: the mediating role of self-brand congruity and moderating role of involvement

Cogent Business & Management
This article looks at how the recommendations of food influencers affect consumers’ intentions to buy endorsed food products. Although generic influencer effects have been studied in the past, little focus has been placed on the moderating influence of ...
Sheryl V I De Araujo, Amol S. Dhaigude, Giridhar B. Kamath, Rajesh R. Pai, Smitha Nayak, Siddharth Ganesh   +5 more
doaj   +2 more sources

The direct and indirect effects of financial influencer credibility on investment intention

Croatian Review of Economic, Business and Social Statistics
In this study, the effect of financial influencer credibility on risky investment intention was researched. It was also evaluated whether confidence had a mediating role in this effect.
Hatice Nayman Hamamcı, Selim Aren
doaj   +2 more sources

Leveraging Machine Learning to Analyze Influencer Credibility’s Impact on Brand Admiration and Consumer Purchase Intent in Social Media Marketing

Human Behavior and Emerging Technologies
This study harnesses the power of machine learning to unravel the intricate dynamics of influencer credibility in shaping brand admiration and consumer purchase intent within the realm of social media marketing.
Karam Zaki, Abrar Alhomaid, Hany Shared
doaj   +2 more sources

How Influencer Content Credibility Drives Brand Co-creation: Do Social Presence and Consumers’ Psychological Well-being Matter?

SAGE Open
With the advancement of social media, influencer content credibility can potentially drive consumer participation in brand co-creation. However, the impact of influencer content credibility on brand co-creation is underexplored, particularly the ...
Jerum William Kilumile, Li Zuo, Johakim Katekele John   +2 more
doaj   +2 more sources

The role of influencer content value and credibility in purchase intention [PDF]

Innovative Marketing
Influencer marketing is a prominent strategy for engaging young consumers via social media. This study aimed to explore the effects of different dimensions of influencer value of content and influencer credibility on purchase intention among young ...
Ahmad Shaheen, Abdullah Khataan, Abdelrehim Awad, Anwar Yahia Shams Eldin, Awadia Elnour   +4 more
doaj   +2 more sources

Influencer marketing’s impact on credibility and purchase intention: A study on University of Bisha students in Saudi Arabia [PDF]

Innovative Marketing
This study holds significance due to the increasing impact of influencer marketing on consumer behavior, particularly among the youth demographic in Saudi Arabia.
Mudathir Saad, Abdelrehim Awad, Adel Fathy Aziz, Talaat Rashad Shma   +3 more
doaj   +2 more sources

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Journal of Risk and Financial Management, 2022
Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using ...
Vesna Sesar, Ivana Martinčević, M. Boguszewicz-Kreft   +2 more
semanticscholar   +1 more source