Abstract

ABSTRACT Persuasion knowledge and source credibility theories provide a solid framework for analyzing influencer attributes, but their application to elements like expertise, trustworthiness, attractiveness, and perceived coolness is still limited. This study addresses the gap using a multi-level mixed-methods approach, combining consumer surveys and business interviews. Findings reveal that expertise strongly enhances trustworthiness and is pivotal in influencer selection, while attractiveness has minimal impact. Coolness, however, plays a significant role, particularly among female consumers, highlighting the importance of gender-specific strategies. These insights offer practical guidance for aligning influencer marketing with demographic preferences in an evolving digital landscape.

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