Influence Of Credibility Research Articles

Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers?

Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers?

Pengaruh Kredibilitas Influencer dan Consumer Review Terhadap Minat Beli Produk Ms Glow pada Platform Shopee

This research aims to analyze the influence of influencer credibility and consumer reviews on buying interest. The sampling method was purposive sampling technique. The questionnaires were distributed via buying online to 100 respondents.The collected date were analysed using Partial Least Square (PLS) . The results show that both the influencer credibility and consumer review variables are positive and significant influence on buying interest in MS Glow products on the Shopee platform. Has the highest influence on buying interest.

Consumer Perceptions and Attitudes Towards Sustainability: The Role of Influencers in Shaping Eco-conscious Behavior

This study investigates the impact of social media influencers on consumer perceptions and attitudes toward sustainability. As environmental awareness increases, brands are increasingly leveraging influencer marketing to promote sustainable practices. Employing a mixed-methods approach, the research utilizes descriptive statistics, reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), regression analysis, chi-square tests, and correlation analysis to evaluate how different dimensions of influencer marketing influence consumer behavior regarding sustainability. The exploratory factor analysis identified five key dimensions: Influencer Credibility, Engagement Level, Message Clarity, Perceived Authenticity, and Personal Connection, each significantly contributing to shaping consumer attitudes toward sustainable behaviors. The findings reveal that influencer credibility and engagement are critical drivers, while clarity of messaging and perceived authenticity enhance the effectiveness of sustainability communications. Additionally, fostering personal connections between influencers and their audiences is crucial for motivating sustainable behaviors. This research provides valuable insights for brands aiming to utilize influencer marketing strategies effectively to promote sustainability. As consumer expectations evolve, the findings highlight the necessity for authentic and relatable communications in influencer marketing. Future research should explore the dynamic role of influencers in shaping sustainability perceptions and behaviors in an increasingly eco-conscious consumer landscape.

The Influence of YouTube Influencer Credibility on Consumer Purchase Intention of Cosmetic Products in Malaysia

The Influence of YouTube Influencer Credibility on Consumer Purchase Intention of Cosmetic Products in Malaysia

Influencer Credibility as A Source of Travel Information for Generation Z to Bali

The development of technology is increasingly rapid, so tourism business managers must keep up with existing technological developments. Social media, especially Instagram, is one of the most widely used platforms in the world, especially for Generation Z. However, some respondents use Instagram for information and entertainment and there is a problem that the information obtained is sometimes not in accordance with reality, especially tourist information. This shows that there is still a lack of credible influencer filtering used in disseminating information about a product or place. This study aims to examine the differences in the interests of Generation Z in assessing the credibility of influencers as a source of tourism information to Bali. In the study, the researcher used a quantitative approach with data analysis used, namely the Multivariate of Variance Test (MANOVA). The number of samples used was 110 respondents per type of tourist. The sampling technique is non-probability sampling with a purposive sampling approach. The results of the study revealed that both domestic and foreign tourist groups judged influencers by their attractiveness to create a feeling of trust in the content disseminated. Meanwhile, for the gender group, they have the same perspective in assessing the credibility of an influencer.

Revealing the hidden: The effect of advertisement disclosure on heavy and light Instagram users’ influencer avoidance

ABSTRACT The existing literature on influencer marketing lacks precise elucidation regarding the circumstances and motivations underlying consumer’s inclination towards avoidance of influencers, despite its prevalence. This study examines the effect of disclosure type (control: no disclosure, sponsorship disclosure and non-sponsorship disclosure) in Instagram-based influencer advertising on influencer avoidance through ad recognition, influencer credibility as serial variables and Instagram usage intensity as a moderating variable among a sample of 165 students. The results indicated that heavy-intensity Instagram users were able to detect undisclosed information (no disclosure), recognize the advertisement, and penalize the influencer for concealing the truth by reducing its credibility and avoiding her/him. This nuanced exploration provides valuable insights into the intricate dynamics of influencer marketing and offers a more precise clarification of the factors influencing consumer avoidance behavior.

From Clicks to Carts: Examining the Mediating Role of Attachment in the Relationship Between Influencers and Consumer Purchase Intentions on Live Streaming Platforms

Internet celebrities are rapidly reshaping economics and marketing dynamics on online platforms such as live streaming. This trend has made influencers a crucial marketing technique for many businesses. This study focuses on influencers and their characteristics, engaging in a comprehensive discussion of their complex relationships. It hypothesizes that the three key characteristics of celebrity influencers—similarity, professionalism, and interactivity—directly influence attachment and purchase intention. Additionally, the research explores how attachment mediates the relationship between influencer factors and purchase intention on live streaming platforms. A cross-sectional design and statistical analysis were employed, using a sample of 130 online consumers. The results suggest that similarity, professionalism, and interactivity directly effect on purchase intention. However, while professionalism and interactivity have a direct effect on attachment, they do not significantly influence the relationship with similarity. However, when mediated through attachment, similarity gets partially mediated whereas professionalism and interactivity have observed full mediation. The total effect is highest for similarity. Overall, the study found attachment to be a significant mediator among these influencer characteristics. These findings suggest that celebrities, product developers, advertisers, and online platform owners need to prioritize influencer credibility and competency to succeed in online marketing through live streaming platforms. This study provides new insights into marketing approaches, contributing to the field of consumer behaviour research both practically and theoretically.

The Role of Influencer Marketing in Consumer Loyalty Development

The aim of the present study is to evaluate the effectiveness of influencers in cultivating consumer loyalty. With confidence and credibility as subtopics, this paper mainly focuses on two major areas to detect the perception and behavior change among consumers by micro and macro influencers. With the support of qualitative and quantitative data analysis, the research advances the understanding of the use of the influencer credibility to motivate brand loyalty as well as alignment of the chosen influencers values with the commercial brand. Moreover, impractical solutions strategies for employing influencer marketing to enhance consumer revenues and trust for consumer-oriented brands are further as leading tips and hints for marketers who seek to enhance their marketing conception in the digital world. It also covers issues like, credibility of information and the effect of being real in building or tarnishing the reputation of the brands endorsed. This paper highlights the important role of influencer for consumer loyalty and suggests a basis for future research.

How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues

How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues

The Impact of Social Media Influencers On Personal Finance And Investment Decisions

This research aims to explore the impact of social media influencers on the personal financial behavior and investment decisions of Sharia Economics Study Program students at IAI Uluwiyah Mojokerto. The focus of this research is to understand motivations for following financial influencers, changes in financial behavior after following influencers, and reasons for choosing sharia-based investments. This research uses a phenomenological method with a case study approach. Data was collected through in-depth interviews with students who follow financial influencers on social media. Data analysis was carried out using coding techniques to identify the main themes that emerged from participants' experiences. The research results show that students are motivated to follow financial influencers because they are looking for information and education, inspiration, and the influencer's credibility. After following influencers, students show increased savings discipline, reduced consumer spending, and wiser investment decisions. Students choose sharia investments because of adherence to religious principles, transparency and fairness, as well as the potential for competitive profits.

The Role of Social Media in Promoting Sustainable Brands: Influencing Consumer Perceptions and Behavior Towards Sustainable Products

Sustainability has become a primary concern for consumers and businesses, and the need for brands to communicate their environmental initiatives effectively has significantly increased. Social media platforms have become powerful tools for shaping consumer perceptions and behaviors toward sustainable products. This study investigates how social media influences consumer trust, engagement, and purchase intentions related to sustainable brands. The study uses a mixed-method approach that includes qualitative meta-analysis, case studies, and a quantitative online survey. The study examines how transparency, influencer marketing, and consumer engagement on social media impact consumer attitudes and behaviors. Results indicate significant correlations between social media transparency and purchase intentions. According to the study results, influencer credibility is crucial in driving engagement with sustainable products. Case studies of brands such as Patagonia, IKEA, Unilever, and Tesla demonstrate how real-world companies use social media to promote sustainability, which further confirms the relevance of the study's findings.

Investigating the influence of social media influencer credibility on beauty product purchase behaviors: a case study from Vietnam

The growing dominance of social media as a marketing platform underscores the importance of understanding how influencer credibility affects consumer behavior. Social media influencers, through effective personal branding and content creation, form strong connections with their followers, significantly impacting their audience’s perceptions, attitudes, and purchasing decisions. This study explores the effects of social media influencers’ source credibility, comprising trustworthiness, expertise, and attractiveness, on consumers’ purchase intentions and behaviors regarding beauty products in Vietnam. A quantitative approach was utilized, with data collected from 269 Vietnamese consumers through a structured questionnaire and analyzed using partial least squares structural equation modeling. The results showed that all three components of source credibility, including trustworthiness, expertise, and attractiveness, significantly and positively influenced consumers’ purchase intentions for beauty products. Among these factors, expertise had the strongest effect on purchase intention (β = 0.289, p < 0.001), followed by trustworthiness (β = 0.216, p = 0.001), and attractiveness had the weakest influence on purchase intention (β = 0.195, p < 0.001). Moreover, purchase intention was found to have a significant positive impact on purchase behavior (β = 0.545, p = 0.004). These findings provide valuable insights for marketing managers and companies seeking to optimize their influencer partnerships by selecting influencers whose credibility aligns with their brand values and leveraging their expertise to build consumer trust, drive engagement, and influence purchase decisions. AcknowledgementThe researchers express sincere gratitude to all the participants who participate in this research study.

Analysis of Influencer Credibility Mediating the Impact of Content Marketing on Emina’s Purchase Desision

This study aims to analyze the credibility of influencers mediating the impact of content marketing on purchasing decisions for Emina products. The research method used is associative quantitative, with data collected through questionnaires distributed to 170 respondents who are users of Emina Glossy Stain and have seen review content labeled "Tasya Farasya Approve." The results show that influencer credibility, consisting of trustworthiness, attractiveness, and expertise, significantly mediates the impact of content marketing on purchasing decisions. The use of the "Tasya Farasya Approve" label has been proven to influence consumer perceptions and purchasing decisions for Emina products. This indicates the importance of influencer credibility in content marketing strategies to enhance purchasing decisions.

The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java)

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.

Membangun Kredibilitas Influencer Instagram: Efek Sikap dan Respon Perilaku Followers terhadap Influencer

This research aims to determine the credibility of Instagram influencers and their impact on followers' attitudes and behavior towards influencers. The approach used in this research is a quantitative approach. The respondents in this research were 190 people who had Instagram accounts and were followers of the famous Indonesian influencer account on Instagram, namely Fuji (@fuji_an). The type of data used is primary data obtained from respondent questionnaires. Data analysis was carried out descriptively and statistical testing using computer assistance from the SEM Partial Least Square (PLS) program. The research conclusion shows that product influencer suitability has a positive and significant effect on Influencer Motive Inference and Credibility, but influencer suitability has no influence on attitudes towards influencers. Motive inference has a positive and significant influence on ad recognition, ad recognition has a positive and significant influence on influencer credibility and attitudes towards influencers. The influence of influencer credibility on intention, shows that influencer credibility has no influence on intention to follow an account. Influencer credibility has no influence on the intention to imitate the influencer, and influencer credibility has a positive and significant influence on the intention to recommend the influencer. The influence of attitudes towards Influencers on followers' intentions to continue following, imitating, and recommending influencers found that attitudes towards influencers have a positive and significant influence on intentions to follow accounts, attitudes towards influencers have a positive and significant influence on intentions to imitate influencers, and attitudes towards influencers has a positive and significant influence on the intention to recommend influencers.

Theory of Behaviour dalam Virtual Interactivity untuk Meningkatkan Purchase Intention

With the growing evolution of social media, influencers have become an important intermediary between influencers and their audiences through the content they create, which can increase the role of social media as a marketing tool. The beauty industry faces challenges such as buyer disappointment after purchasing ']bnvc products reviewed by influencers, and the existence of influencers who accept endorsements of inauthentic products, causing losses to companies with genuine products and also deceiving their audiences by becoming a marketing medium for inauthentic products. Positive perceptions of the attractiveness of celebrity influencers have the potential to influence purchase intention. This research uses PSB Theory to analyze factors such as celebrity influencer's credibility, celebrity influencer attractiveness, attitude, virtual interactivity, brand awareness, and brand loyalty. It is hoped that the results of this research can become a basis for maximizing purchase intention through the factors of celebrity influencer's credibility, celebrity influencer attractiveness, attitude, virtual interactivity, brand awareness and brand loyalty

Pengaruh Personal Identity, Social Identity, Kredibilitas Influencer Terhadap Green Purchasing Behavior

This research tests and analyzes personal identity, social identity, influencer credibility on green purchasing behavior. And knowing which variables are the most dominant in influencing green purchasing behavior. The research uses a quantitative approach that uses causal relationships. The sample selection criteria in this study were aged 12 years to 43 years who had purchased and used Tisoo brand tissue and were in the Jabodetabek area. Questionnaires were collected from 100 respondens, the data was then processed using the multiple linear regression method. Based on the results of the analysis, it is known that the personal identity variable partially has a positive effect on green purchasing behavior. Meanwhile, the social identity variable and the influencer credibility variable partially have a negative effect on green purchasing behavior. Simultaneous hypothesis testing states that personal identity, social identity and influencer credibility have a positive effect on green purchasing behavior. and the most dominant variable in influencing green purchasing decisions is the personal identity variable. The implication is that companies like Tisoo should emphasize environmental values in their marketing and select influencers who understand eco-friendly products to encourage green purchasing.

Pengaruh Kredibilitas Influencer dan e-WOM (Electronic Word of Mouth) Terhadap Minat Beli Produk Kecantikan Lokal Azarine Cosmetic

The high number of Instagram users in Indonesia makes companies work with influencers to reach a wider audience, one of which is the beauty brand Azarine Cosmetic. Influencers are one of the factors contributing to increased product sales and forming positive e-WOM. This study aims to investigate how the role of influencer credibility and electronic word of mouth in increasing interest in buying local beauty products Azarine Cosmetic in Karawang. This research used quantitative approach and the data was analyzed by SEM-PLS. Followers of the @azarinecosmeticofficial Instagram account became the population and non-probability sampling techniques were used to sample 384 respondents. Data collection through questionnaires with google form and the use of SmartPLS 4 software to analyze data. The findings prove that the influencer credibility variable on e-WOM influences positively and significantly the e-WOM variable as well as influencer credibility influences positively and significantly in encouraging consumer interest in buying Azarine Cosmetic cosmetic products.

Pengaruh Influencer Media Sosial Instagram terhadap Niat Beli Konsumen Produk Scarlett yang Dimediasi oleh Kredibilitas

This study aims to explore the influence of Instagram social media influencers on consumer purchase intentions of Scarlett products, with influencer credibility as a mediating variable. A quantitative approach with descriptive and causal methods was used in this study. Data analysis was carried out using SmartPLS 4.0. The results showed that influencer credibility significantly mediates the relationship between the influence of social media influencers and consumer purchase intentions of Scarlett products. Conclusion, 1) Respondents rated the variables of Instagram social media influencers, influencer credibility, and purchase intentions of Scarlett products in the good category. 2) Instagram social media influencers have a positive and significant influence on consumer purchase intentions of Scarlett products. 3) Influencer credibility also has a positive and significant influence on purchase intentions. 4) Influencer credibility effectively mediates the positive influence of Instagram social media influencers on consumer purchase intentions of Scarlett products. Keywords: Social Media Influencers, Credibility, Purchase Intention

The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)

The Influence of Influencer Credibility, Social Media Marketing, and E-Wom on Brand Image and Its Impact on Intention to Purchase Local Skincare Among Gen Z (Study on Somethinc Local Skincare)