Abstract:
The purpose of this study is to look into the effectiveness of social media influencers, with
emphasis on Influencer expertise, Influencer attractiveness, product match-up, and quality
information. It is claimed that consumer attitude can mediate both external and internal
interactions. Purposive sampling was used to collect data, and the data set of 352 respondents was
then analyzed using the PLS approach. Influencer expertise and quality information All hypotheses
Influencer have been accepted except the impact of Influencer expertise and quality information
on consumers purchase intention. The implications, limitations, and research recommendations
are further examined.
