IMPACT OF SOCIAL MEDIA INFLUENCERS ON PURCHASE INTENTION

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.