Examining the Mediating Effect of Online Engagement and Online Reviews: The Influence of Influencer Credibility on Consumer Purchase Intentions

Abstract

Companies look up to influencers because they are seen as thought leaders who mediate between the company and its followers. This results in their taking on the role of brand ambassadors or spokespersons. They play a significant role in helping businesses develop what they call a "digital relationship" with their clientele by supplementing and amplifying more traditional forms of marketing. They see digital connection as crucial in the current business climate. This study examined the effects of influencer credibility, customer review, and customer interaction on consumers' intent to buy after seeing an endorsement from an influencer, with an emphasis on Purchase intention. The study's findings indicate that customer involvement is the most important factor in determining whether a consumer will follow through on a purchase intent prompted by an influencer. The credibility of influencers had a notably large impact on consumer engagement; however, trustworthiness was also a factor. Online shoppers place a high value on accessibility to information. Because they both include customers sharing their experience and appraisal of a product or service with other potential purchasers, customer reviews and influencer endorsements can be considered customer reviews. This research reveals that consumer reviews have little impact on consumers' propensity to make a purchase. Influencer endorsement, but not customer reviews, affects desire to buy premium goods. However, the role of customer reviews as a moderator between trustworthiness and desire to buy was not established in this research.