Can Social Media Influencer Effect Consumer Purchase Intention: A moderated mediation model of Influencer’s Credibility and Brand Recognition

Abstract

The primary purpose of this research is to thoroughly investigate whether social media influencers can significantly affect consumer purchase intentions, employing a sophisticated moderated mediation model that incorporates the critical factors of influencer credibility and brand recognition. This study aims to provide a comprehensive analysis of the interactions between these variables, delving into the intricate ways in which the credibility of social media influencers impacts consumer purchase decisions. Furthermore, it explores how brand recognition can play a moderating role in this relationship, thereby offering a nuanced understanding of the dynamics at play. In today's digital age, social media has become an integral part of everyday life, influencing a wide range of activities, from social interactions to consumer behaviors. Social media influencers, individuals who have garnered substantial followings on platforms such as Instagram, YouTube, and Twitter, wield considerable power in shaping public opinion and consumer trends. Their ability to engage with large audiences and foster a sense of trust and relatability makes them valuable assets for brands looking to promote their products and services. This research seeks to unravel the complexities of how these influencers impact consumer purchase intentions, focusing on the role of their perceived credibility. Influencer credibility is a multifaceted construct that encompasses various dimensions, including expertise, trustworthiness, and attractiveness. Expertise refers to the perceived knowledge and competence of the influencer in a particular domain. Trustworthiness is related to the integrity and honesty perceived by the audience, while attractiveness pertains to the physical appeal and likability of the influencer. This study will examine how these dimensions of credibility collectively influence consumer purchase intentions, providing a detailed understanding of the mechanisms through which influencers exert their impact. In addition to influencer credibility, this research also considers the role of brand recognition as a moderating variable. Brand recognition, defined as the extent to which consumers can identify a brand based on its name, logo, or other attributes, is a crucial factor in the marketing landscape. A high level of brand recognition can enhance consumer trust and loyalty, making it easier for influencers to persuade their audiences. This study will investigate how brand recognition interacts with influencer credibility to affect consumer purchase intentions, offering insights into the synergistic effects of these variables. The digital marketplace, characterized by its rapid evolution and increasing competitiveness, provides a unique context for this research. Social media marketing has emerged as a dominant strategy for brands seeking to connect with consumers in a more personalized and engaging manner. By understanding the interplay between influencer credibility and brand recognition, this study aims to offer actionable insights that can help brands optimize their social media marketing efforts. The findings will be particularly relevant for marketers looking to leverage the power of influencers to drive consumer behavior and enhance brand equity.