Abstract:
In today's digital era, social media influencer marketing has become a powerful tool for brands to connect with consumers and drive purchase intentions. This research explores the role of influencer characteristics – credibility, congruence, brand fit, and content quality – in shaping consumer behaviour. Through a comprehensive analysis, this study uncovers the intricate dynamics underlying the power of influencers on consumer purchase intentions. The findings reveal that strategic alignment between influencers and brands, termed as influencer-brand fit, significantly impacts consumer trust and credibility. While influencer credibility, congruence, and content quality may not directly influence purchase intentions, they indirectly shape consumer behaviour through the mediation of trust. Furthermore, the study underscores the importance of high-quality content in building consumer trust and fostering engagement. Marketers are urged to adopt holistic marketing strategies that encompass influencer-brand fit, trust-building efforts, and high-quality content to increase the effectiveness of influencer marketing campaigns. By addressing identified limitations and exploring these relationships in broader contexts, future research can contribute to a deeper understanding of influencer marketing dynamics and inform more eective marketing strategies in the digital landscape.
