The Influence of Endorsement Types on Purchase Intension with Mediating Role of Credibility and Parasocial Relation in the Fashion Industry of Pakistan

Abstract

The use of social media influencers and brand endorsers has become a popular marketing strategy in recent years, but little is known about how these endorsements impact consumer purchasing behavior in Pakistan, Additionally, not only human influencers but also AI influencers are getting attention from consumers as well as marketers. This study aims to investigate the influence of endorsement types (celebrity, macro influencer, micro influencer, and AI influencer) on purchase intention with the mediating roles of credibility and parasocial relations in the Pakistani fashion industry, respectively. To address this gap in the literature, this research employs a quantitative research method using an experimental methodology to gather data from a sample of Pakistani consumers. The survey measures participants' perceptions of endorser types (celebrity, macro influencer, micro influencer, AI influencer), as well as their intentions to purchase the endorsed product by these endorsers. Additionally, the survey assesses participants' perceptions of credibility and parasocial relationships with endorsers. The collected data is analyzed using SPSS software and statistical techniques like one-way anova to determine if there is a significant difference in the effectiveness of endorser types (celebrity, macro influencer, micro influencer, and AI influencer) on consumer purchase intention. Furthermore, in the moderation and mediation testing analyzed, credibility and parasocial relations mediate the relationship between endorser types (celebrity, macro influencer, micro influencer, AI influencer) and consumer purchase intention, respectively. The findings of this study provided insight into the current marketing landscape in Pakistan and contributed to an understanding of how parasocial relations and credibility affect the effectiveness of endorser type’s endorsements on consumer purchase intention. Additionally, this study provides valuable information for marketers who are looking for effective ways to influence consumer purchase intention through endorser types in Pakistan. Overall, this study provides valuable insights not only for marketers and researchers in Pakistan but also for other countries where the use of social media influencers and celebrities as brand endorsers is prevalent. The results add to the existing body of knowledge on the topic and provide a foundation for future research in this area.