Exploring the Influence of Social Media Influencers’ Credibility on Consumer Behavior: An Empirical Study

  • R.V. Suganya Assistant Professor, Department of Commerce, Assistant Director, Academic Courses, UGC, Vels Institute of Science Technology and Advanced Studies, Chennai, Tamil Nadu, India https://orcid.org/0000-0002-5800-9249
  • S. Asan Bawa Assistant Professor, Department of Commerce, B.S.Abdur Rahman Crescent Institute of Science and Technology, Vandalur, Tamil Nadu, India
Keywords: Social Media Influencers, Credibility, Expertise, Attractive, Trust, Purchase Intention

Abstract

In the contemporary landscape of digital marketing, social media influencers play a pivotal role in shaping consumer behavior. This study aims to investigate the impact of social media influencer credibility dimensions on various facets of consumer behavior. Drawing from a comprehensive review of the literature, researcher identify and explore multiple credibility dimensions, including expertise, trustworthiness, attractive, and purchase intention, among others. Methodologically, this research employs a mixed-method approach, combining quantitative surveys and qualitative interviews with both influencers and consumers. The quantitative phase involves a large-scale survey to assess the relationships between credibility dimensions and consumer behaviors, such as purchase intentions, product recommendations, and brand loyalty. In contrast, the qualitative phase delves into the nuanced aspects of credibility through in-depth interviews, shedding light on the influencers’ and consumers’ perspectives. The findings of this study are expected to offer valuable insights into the dynamics of influencer marketing in the digital era. By dissecting the various dimensions of influencer credibility, researcher aim to provide marketers and brand managers with a nuanced understanding of how different facets of credibility impact consumer decision-making processes. Additionally, this research contributes to the evolving literature on influencer marketing by exploring potential moderating factors and contextual variables that may influence the credibility-consumer behavior relationship. In conclusion, this study aspires to bridge the existing gap in understanding the intricate connections between social media influencer credibility dimensions and consumer behavior, ultimately empowering businesses to develop more effective influencer marketing strategies and enhance consumer engagement in the digital age.

Published
2024-01-01
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