Reasoning by truth or touching with heart, how does recommendation type affect consumer reaction?

Today, customer depend on social media for product and service information which indirectly lead companies to optimise their spending on it. The research aimed to bridge the gap in the difficulty in quantifying the extent to which social media marketing could affect the purchase intention and impacts customers' purchasing decisions. The study examined impact of information quality on a brand’s social media content and electronic word of mouth on customer purchase intention; social media influencer impact on purchase intention of cosmetic product and trust as mediator of social media influencers and consumer purchase intention on the cosmetic product. Quantitative methodology was used to test the association between social media marketing factors (information quality, e-WOM, and social media influencers) toward purchase intention. 100 customers aged 18 to 50 from Jakarta, Indonesia completed online questionnaire through social media platforms (WhatsApp, Facebook, Instagram, and telegram). Smart PLS 4.0 software was used to analysed the data. The findings showed that social media information quality and electronic word of mouth positively affected customer purchasing intention; The effect of social media influencers’ negative direct effect on influenced customer intention. However, customer trust has a significant mediator effect between social media influencers and consumer purchase intention on the cosmetic product. The contribution of findings included better social media advertising; improve information quality; effective EWOM; need the right social media influencer to improve customer purchasing intention. The novelty of the research was that the study was conducted among Indonesian during post pandemic and the insignificant effect of social media influencers on customer purchase intention in Jakarta, which is contrary to several previous literatures.

Influencer Marketing is a form of social media promotion that incorporates the promotion of products and the placement of influencers' endorsements. These influencers are known for having a high level of expertise and attractiveness. It is common for people to misunderstand this and confuse Influencer Marketing with celebrity marketing. There may be some overlap, but a person's perceived popularity alone is insufficient to create successful influencer marketing. Many influencers have built huge communities to whom they promote an agreed product or activity. Different SMIs’ characteristics lead consumers to have positive purchase intentions towards the products in which they are promoting. However, such effects of influencer characteristics on purchase intention of various products in the Sri Lankan market have not been adequately researched. Moreover, it appears that the BPC product market has not been investigated as well. The purpose of this study is to bridge this research gap by examining the impact of SMIs’ characteristics on the purchase intention BPC products among Sri Lankan consumers, with an emphasis on identifying if there are significant impact on the consumers’ attitudes towards the influencers as well. The data was obtained using a self-administered structured questionnaire from 202 consumers who uses social media in Sri Lanka. It was later analyzed using various statistical techniques such as descriptive analysis, simple linear regression, multiple linear regression, and mediation analysis. The findings demonstrated that credibility is having a more impact on purchase intention of BPC products promoted by SMIs than the attractiveness of them. The findings also revealed that consumers’ attitude towards the SMIs is having a major impact on purchase intention of BPC products promoted by the SMIs through the significant complete mediation.

The primary objective of this study is to explore the influencing mechanism of social media influencers on the effectiveness of endorsements. The research examines how social media influencers impact the relationship quality between themselves and their followers, as well as the effect on consumer purchase intention when endorsing green products or brands. Through an online survey (N=200), the study investigates the role of relationship quality between social media influencers and their followers during the endorsement of green products, and how this relationship mediates the connection between green values and purchase intention. The main conclusion of the study is that social media influencers aiming to increase their follower count can effectively enhance consumers' green values during the endorsement of green products or brands, which in turn improves the relationship quality between influencers and their followers, ultimately influencing consumers' purchase intention for the endorsed green products.

ABSTRACTRecent advancements in social media influencer marketing and growing attention from practitioners have propelled academic investigation. Owing to its enormous potential as a research domain, the influence of social media influencers on consumer purchase intention has gained increasing importance. Motivated by the diverse knowledge of this emerging stream of research, we consolidated the existing body of literature through a systematic literature review (SLR) employing SPAR‐4‐SLR. By integrating 76 articles published in international peer‐reviewed journals between January 2011 and December 2023, our review highlights the key areas of existing research in social media influencers and purchase intention. It provides an organizing framework to assist future research. We attempted to combine the stock of knowledge through the TCCM framework to identify several theories, contexts, characteristics, and methods used in this domain. Our review highlights significant research gaps and directs future research addressing key aspects such as theories, contexts, characteristics, and methodologies. Our findings suggest that future researchers can investigate psychological theories such as social identity, social learning, and social influence theory, among others, in the context of virtual influencers, mom influencers, travel, or food influencers. Additionally, research can examine the negative effect of social media influencers on consumer purchase intention. Further researchers can use eye‐tracking and facial recognition methods to gain deeper insights into social media influencers' effectiveness. Researchers from varied disciplines, such as consumer behavior, psychology, and marketing, can gain insights from this review and conduct research in the future. At the same time, practitioners can implement social media influencer marketing in their businesses.

Social media influencer (SMI) marketing is a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand awareness, brand image, and brand-related behavior. In this context, marketers are confronted with choosing SMIs based on the origins of their fame. Non-original SMIs are traditional celebrities who are famous outside social media, whereas original SMIs are ‘instafamous’ celebrities who have become famous through social media. By drawing on the concepts of similarity and wishful identification, this study investigates the effect of SMIs’ origin of fame on social media users. An online experiment with 129 social media users in Russia reveals that compared with original SMIs, non-original SMIs have a more positive effect on social media users’ purchase intentions if the users have low self-esteem. In contrast, compared with non-original SMIs, original SMIs have a more positive effect on social media users’ purchase intentions among users with high self-esteem.

Social media has completely altered how businesses engage with their customers. Social media influencers have become an essential marketing tool for many industries. The consumption of conspicuous products is growing in today’s era. Therefore, most people prefer luxury products as a status symbol, ignoring what brands offer. Consequently, brands spend considerable resources on social media to promote their products and reach a wider audience. However, little research is available on how social media affects customer behavior and how to measure social media effectiveness. This study aims to fill this gap by investigating the influence of social media influencers on customer attitudes, behaviors, and purchase intentions toward the consumption of conspicuous products in Pakistan. The study also examined the mediating effect of brand image on consumer attitude and purchase intention. The study used Smart PLS 4 for data analysis on a data set of 200 respondents. The results indicate that social medial Influencer positively affects brand image, consumer attitude and purchase intention.The findings also reveal that brand image mediates (i) social media influencer and consumer attitude and (ii) social media influencer and purchase intention. This research contributes to the current reservoir of knowledge by providing insights into the factors that make social media influencer successful in promoting conspicuous products. The study findings can benefit conspicuous/luxury brands in selecting suitable social media influencer and marketing strategies that enhance their brand image

This research is a secondary study, which explores the relationship between the credibility of social media influencers and consumer trust, and uses a mixed research method to collect secondary data. Generally speaking, consumers believe that video marketing by social media influencers is positive because it can provide objective, true and multidimensional information. At the same time, consumers' trust in social media influencers is closely related to the source of their credibility, and social media influencers with high credibility are more likely to gain consumer trust. In addition, video marketing by social media influencers does have an impact on consumers' purchase intentions. These conclusions supplement the relevant theories of social media influencer video marketing, and to a certain extent make up for the gaps in the research on the influence of social media influencer video marketing on consumer purchasing decisions. Based on the above research results, this research provides suggestions in four aspects for social media influencers and managers. Finally, this research reflected on the limitations of this study and puts forward the research direction of future research.

This study examines the influence of social media influencers on attitudes and purchase intentions of consumers in Indonesia. In the era of the industrial revolution 4.0, digital marketing strategies and the use of social media are important for business people. One form of strategy that is currently trending among industry players is the use of social media influencers. This study aims to examine the extent to which social media influencers influence consumer attitudes and purchase intentions in Indonesia. This study used a quantitative approach and data was collected from 180 respondents who are active users of social media and have followed social media influencer accounts. The results of the study show that social media influencers have a positive and significant influence on consumer attitudes and purchase intentions. These findings contribute to business people in determining marketing strategies and using social media influencers as social relations assets that can help improve product branding, build community, and develop loyalty. This research also provides insights for researchers and marketing practitioners regarding the importance of understanding the role of social media influencers in influencing consumer behavior in the digital era.

Purpose This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of customer experience on the relationship between brand awareness, perceived value and purchase intentions. Design/methodology/approach The 319 respondents took part in the quantitative study that was analyzed through the PLS-SEM algorithm. The data was collected through convenience sampling through online survey. Findings The finding underscores the significant influence of SMIs’ endorsements on purchase intentions, brand awareness and perceived value. All direct relations are significant (p < 0.05). Moreover, brand awareness and perceived value mediate the relationship between SMIs’ endorsements and purchase intentions, where customer experience serves as a positive moderator. The SMI’s endorsement has a stronger influence on consumer purchase intentions, than any other attribute. Originality/value The novelty is preserved through empirical study in influencer marketing studies by explicitly defining the directions of relationships and quantifying the magnitude of their impact. The study provides marketers with a better understanding of the power of influencers in marketing and creates more effective campaigns to reach target audiences.

This study examines the influence of social enjoyment on consumers' purchase intentions for electronic products endorsed by social media influencers. In the digital marketing landscape, influencer-based marketing has gained prominence as an effective strategy for engaging audiences and shaping consumer behavior. Social media influencers, with their extensive reach and dedicated follower base, create compelling and entertaining content that fosters a sense of enjoyment and connection among their audiences. This study investigates how such social enjoyment contributes to the development of a positive attitude toward electronic products, ultimately enhancing consumers' likelihood of making a purchase. A questionnaire-based study employing purposive sampling was conducted to gather data from individuals who actively follow social media influencers and exhibit purchase behaviors influenced by them. A total of 299 valid responses were analyzed using Exploratory Factor Analysis (EFA) to identify the key factors influencing consumer decision-making. The findings indicate a strong and significant relationship between social enjoyment and the formation of positive attitudes toward electronic products available through e-commerce platforms. This positive attitude, in turn, plays a crucial role in shaping consumers' purchase intentions. Furthermore, the study highlights how influencers utilize their engaging content and interactive platforms to foster a socially enjoyable environment, strengthening the consumer-brand connection. By creating relatable and entertaining content, influencers can enhance audience engagement, build trust, and drive purchase decisions. These insights highlight the increasing significance of social enjoyment in influencer marketing and its influence on consumer behavior. The study provides valuable implications for marketers and brands seeking to refine their influencer marketing strategies. By prioritizing content that resonates with audiences on an emotional and social level, businesses can maximize consumer engagement and improve sales performance in the electronics sector. Future research may explore additional moderating factors such as trust, credibility, and brand loyalty to understand the complexities of influencer-driven consumer behavior further.

The study aims to determine consumers' perception of the advertising efficacy of social media influencers regarding their purchase intention. The researcher believes that specific strategies and skills should be customised to attract consumers' buying intention for an influencer to be effective across social media. The study adopted the "social media influencer questionnaire" developed by Xin Jean Lim. It is an organised questionnaire designed to assess and analyse the effectiveness of social media influencers connected to consumers' purchase intention. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129 female participants, 71 male participants and mostly from 18 to 24 years old. The respondents' assessment implies that an influencer who establishes most of their honesty and is trustworthy can change consumers' behaviour and purchase intention. Attractiveness and relationships with the product are seen to be also adequate. The respondents' assessment also implies that there is an optimistic and agreeable attitude towards the different advertising efficacy of an influencer for the purchase intention of consumers. Furthermore, there is a significant relationship between the advertising effectiveness and purchase intention of consumers. Female respondents have a higher perception of social media influencers than male respondents because women use the internet more often.

Understanding influencer marketing is the necessity of the hour. The dimensions of influencer are nearby grown thrice since 2019. The dimension of influencer marketing in India stood at 55 billion Indian rupees with yearly growth rate of 20%. The prediction as per statista states that by the year 2027 , influencer marketing size to be near to approximately 107 billion Indian rupees. There is rise in number of studies on this topic as the dimension is continuously expanding. Present study examines the role of attitude of consumer toward social media influencer’s on consumer purchase intention and brand attitude. It also intends to determine the impact of attitudes of consumer toward SMI on purchase intentions. Collection of data is done from 600 respondents from North India. Subsequent to the data collection, it is examined using the technique of factor analysis by applying CFA, EFA and SEM. This study illustrates positive impact of consumer’s attitude towards Social media influencer’s on consumer purchase intention. It has been found that attitude of consumer towards social media influencers significantly affect the purchase intentions of consumers. The findings of study help advertisers and marketers in the industry to know how influencer marketing helps consumer purchase intention. They also allow marketers to know the attitude of consumers toward SMI and therefore better choose influencers capable of making purchase intentions among existing and potential customers.

Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values on the effectiveness of social media video ads. Adopting the Stimulus-Organism-Response (S-O-R) framework, this study validates how SMIs’ personas constructed through self-enhancement values and self-transcendence values affect consumer cognitive processes and responses. Consumer behavioral intentions are used to verify the effectiveness of ads derived by SMIs. The findings reveal that influencers’ personas constructed by values can promote consumer purchase intention and forwarding intention. Consumer perceptions of self (i.e., ideal self and actual self) have a mediating role. Results also show that SMIs’ personas with self-enhancement values are more effective in stimulating female consumers’ forwarding intention, whereas personas with self-transcendence values are more influential in female consumers’ purchase intention. This study enriches the influencer marketing literature by providing a more tailored understanding of the impact of SMIs’ personas and extending the applicability of value theory. It also provides insights for stakeholders involved in influencer marketing on how to significantly capitalize on the benefits and deploy marketing campaigns.

Purpose: The role of social media influencers is growing in importance, due to their ability to effectively influence. In addition, marketers have identified Instagram as the most important social media channel for influencer marketing, while the concept of credibility has always been significant in the field of influencer marketing. While a few studies have recently focused on how social media influencers influence consumer purchase behavior, research that specifically focuses on influencer credibility and its impact on purchase behavior is still scarce. Therefore, the purpose of this study is to investigate the impact of influencer credibility on the purchase intention of beauty products in Sri Lanka.
 Design/methodology/approach: Quantitative study was conducted using the survey method. The sample consists of 150 Instagram users between the ages of 18 and 34 who live in Colombo, Sri Lanka. To empirically test the conceptual model, single and multiple regression analyses were used. 
 Findings: Results suggest that there’s a positive impact of credibility dimensions towards purchase intention and the most impactful credibility factor towards purchase intention is “trustworthiness”
 Originality: This research contributed to the current debates about the credibility of social media influencers. Furthermore, this study focuses on the impact of Instagram influencer credibility dimensions, which is still scarce. So, the current paper fills a gap in the limited existing literature on the credibility of social media influencers on purchase intention, with a focus on the beauty industry in the Sri Lankan context.
 Implications: The findings assist marketers and advertisers in the fashion industry in understanding how influencer marketing affects consumer purchase intent. Additionally, this provides important insights to influencers in order for them to be successful influencers.
 Keywords: Social media influencers, Influencer Marketing, Instagram Influencers, Influencer Credibility, Beauty Industry.

PurposeThis study aims to identify factors affecting attitudes towards social media influencers (SMI) on halal cosmetics products. It subsequently examines how the latter stimulates consumers’ attitudes towards purchase intentions of halal cosmetics moderated by religiosity.Design/methodology/approachThis study uses a survey of samples of Muslim cosmetic consumers in Indonesia. In total, 234 respondents were selected using the purposive sampling method; a self-administered questionnaire was used to collect data from respondents. The survey data were analysed using partial least squares for structural equation modelling (PLS-SEM) to achieve the study’s objectives.FindingsThe findings revealed that trust, perceived expertise and perceived behavioural control positively and significantly affect attitudes towards SMI. However, the relationship between perceived credibility, subjective norm and attitude towards SMI is insignificant. In addition, the findings revealed that attitude towards SMI has a positive effect on explaining purchase intention. Notably, religiosity does not moderate attitudes towards SMI and purchase intention.Practical implicationsThis study provides guidelines for companies in understanding the influence of religiosity on consumption behaviour in SMI marketing era. Thus, it will enable marketers to identify the factors influencing customers’ attitudes towards SMI and develop marketing strategies that effectively increase the customers’ intentions to purchase halal cosmetics. This will result in Indonesia becoming the epicentre of the global halal industry, particularly in the cosmetic sector.Originality/valueThis research provides a novel perspective by investigating how SMI shapes the purchase intention of Muslim consumers on halal cosmetics.