Abstract
This study aims to investigate the impact of influencer marketing on consumer purchase behaviour, focusing on the role of trust and social media platforms. First, the focus is placed on understanding how trust in influencers affects consumer purchase intentions and the moderating effects of the social media platform type and demographics. The problem statement recognizes the challenge for marketers to take advantage of influencer marketing if the level of trust by consumers varies. A quantitative research design was employed, conducting a survey method using a sample of 1000 persons out of the population of 10000 persons. Their online survey distributed 445 questionnaires, of which 300 were completed, for a response rate reflectible of others’ online surveys. The relationships among the variables were evaluated using multiple regression, Analysis of Variance (ANOVA) and Structural Equation Modeling (SEM). Results indicate that higher levels of trust exhibited towards the influencers correlate positively and significantly with consumer purchase intentions (Hypothesis H1, p<0.01). Additionally, attributes of influencers such as authenticity and expertise significantly enhance consumer trust and positively influence purchase intentions (p<0.05), confirming Hypothesis H2. In contrast, Hypotheses H3 and H4 were rejected, indicating that while social media platform type and demographic factors play a role in purchase decisions, they do not significantly moderate the relationship between influencer trust and consumer behaviour. The study concludes with practical recommendations for marketers to prioritize building trust through authentic influencer partnerships and to tailor strategies based on the specific platforms used.
Published Version
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