The Impact of Influencer's Credibility, Attractiveness, and Congruence on Consumer's Online Purchase Involvement In The Clotidng Industry-Mediating Role of Consumer Attitude

Abstract

Nowadays, different brands are using influencer marketing to promote their products and services. It has been observed that influencer marketing and its strategies are becoming more successful in recent years by reaching more potential customers through different influencers. While studying the influencer marketing, one of the very noticeable areas of interest is weather the attractiveness of the influencer is what drives the customers to make a certain purchase decision. Also, another area of interest is the credibility of an influencer. This study discover. if the credible influencer trigger consumers to consider a purchase. Furthem1ore, another phenomenon of influencer marketing is the congruence with the influencer. The purpose of this study is to explore if the credibility of influencer is the main reason of the purchase involvement of the customers. This study also investigates if the attractiveness of an influencer and congruence has an influencing effect on the purchase involvement of the consumer. It also aims to identify the factors affecting consumer attitude towards purchase involvement. The main findings of this research study illustrates that consumer attitude towards purchase involvements are positively impacted by the credibility, congruence and attractiveness of the influencer. It also helps marketers and advertising agencies of clothing industry of Pakistan to know and understand how the credibility, attractiveness and congruence create an influence on consumer attitude.