Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis

Abstract

The current research investigates the impact of fashion influencers on consumer engagement and purchase intention. Guided by the heuristic systematic model (HSM), this paper identifies heuristic and systematic factors of an influencer's post that contributes to consumer engagement and purchase intention. Data collected from 471 respondents was studied through path analysis. The results reveal that consumer engagement mediates between source credibility, content characteristics and purchase intention. Furthermore, the findings indicate that product involvement moderates the relationship between source factors, content characteristics and consumer engagement. The study adds to the extant literature and provides managerial insights for the fashion industry by suggesting ways to choose the right influencer and build stronger relationships with consumers.