Abstract:
The main proposition of this research questions the effect of social media influencers credibility – trustworthiness, expertise and attractiveness towards the purchase intention of consumers within the cosmetic industry of Islamabad. The study uses Source Credibility Theory to analyze how these dimensions influence consumers as it offers insights into advocating for influencer marketing platforms. Quantitative research was used, using structured questionnaires developed in Google Forms and administered to 384 participants. Correlation and regression tests were used to ascertain the research hypotheses predicting the relationships between the variables. The study shows that all the three factors contributing to the credibility of an influencer affect consumer purchase decisions, though to different extents. Knowledge and competence were the most predictive and highlights the significance of competent and relevant opinion leaders as they contribute positively to consumers’ confidence. The study contributes to the literature on influencer marketing by validating the Source Credibility Theory in a localized context and highlighting the specific preferences of Islamabad’s consumers. Practical implications include the need for brands to collaborate with influencers who possess expertise and relatable appeal while maintaining authenticity. Limitations such as geographic focus and reliance on self-reported data suggest avenues for future research, including broader geographic studies, longitudinal designs, and the exploration of additional variables. This research provides a comprehensive understanding of the dynamics of influencer credibility, offering actionable insights for marketers and contributing to the academic discourse on digital marketing in emerging markets. The findings underscore the critical role of influencer credibility in shaping consumer intention and driving purchase intentions in the cosmetics industry.
