Influence Of Credibility Research Articles

Investigating the Impact of Customers' Big Five Personality Traits as a Moderator on the Relationship between Influencer Credibility and Customer Attitude

Investigating the Impact of Customers' Big Five Personality Traits as a Moderator on the Relationship between Influencer Credibility and Customer Attitude

The Role of Product-influencer Congruence, Influencer credibility, and Attitude toward Advertising on Purchase Intention

The aims of this study to see whether there is an effect of product-influencer congruence on influencer credibility and attitude toward advertising and how it impacts purchase intention. This study examines the suitability of Avoskin Your Skin Bae Shield of Sun Essence products and influencer Refal Hady who is the star of advertisements that uploaded via Instagram reels. Using a quantitative approach, this research examines data through SEM (Structural Equation Modeling) analysis techniques based on Partial Least Square (PLS) and uses the SmartPLS 3 application. Respondents in this study are Instagram users who have watched Avoskin Your Skin Bae Shield of Sun Essence advertisement. starring Refal Hady but have never bought the product, are over 18 years old and there are 175 respondents who have fulfilled the screening. The results of this study indicate that product-influencer congruence has a positive influence on influencer credibility and attitude toward advertising, and has an impact on purchase intention, and attitude toward advertising has a positive influence on purchase intention. However, influencer credibility has no influence on purchase intention.

THE EFFECT OF INFLUENCER CREDIBILITY AND DIGITAL ADVERTISING ON AQUA BRAND PURCHASE DECISIONS WITH SATISFACTION CUSTOMER AS A MODERATING VARIABLE (Case Study of Aqua Instagram Followers)

This study aims to determine the Effect of Influencer Credibility and Digital Advertising on Aqua Brand Purchase Decisions With Customer Satisfaction As Moderating Variable (Case Study of Aqua Instagram Followers). The research method used is a quantitative method using SPSS version 25.00. The data collected from the results of distributing questionnaires to employees are 100 respondents. The analytical method used in this study is to use an instrument test, namely the validity and reliability test. The classical assumption test is normality test, multicolonearity test, heteroscedasticity test, multiple linear regression analysis, coefficient of determination analysis (R2), hypothesis testing namely T test, F test and interaction test. The results of SPSS in this study are the influencer credibility variable (X1) has no effect on the purchasing decision level variable (Y), the digital advertising variable (X2) has no effect on the purchasing decision variable (Y), the influencer credibility variable (X1) and digital advertising ( X2) has a simultaneous effect on purchasing decisions (Y) and the interaction test shows that the calculation results obtained show that customer satisfaction (Z) can moderate the influencer credibility relationship (X1) on purchasing decisions (Y), customer satisfaction (Z) cannot moderate the relationship. digital advertising (X2) on purchasing decisions (Y).

Analisis Pengaruh Kredibilitas Influencer Marketing Terhadap Minat Beli Pada Industri Skincare Merek Lokal Indonesia

ABSTRACT 
 The purpose of this study is to explore the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise and similarity) on purchase intention through the mediating role of brand awareness, trust in influencer post, also cognitive and affective online engagement in Indonesian local brand skincare industry. The population of this study entails all social media users who have bought local skincare in Indonesia within 1 month and follow the influencers marketing who promote the brand in their social media account. The total number of respondents who were collected was 1,270 respondents, however only 968 respondents were taken for further measurements. The data was analyzed by SEM-PLS. The study demonstrates a very excellent fit for the data and the influence of expertise, trustworthiness, attractiveness, and similarity of influencer on brand awareness, trust in influencer’s post, online engagement, and purchase intention. This research is proved additional dimension of influencer credibility (similarity) besides three commonly used (expertise, trustworthiness and attractiveness). Another contribution of this research is that it succeeded in validating the credibility of which influencers influence the target market for local skincare brands in Indonesia.
 Keywords: Influencer Credibility, Brand Awareness, Trust, Engagement, Purchase Intention

“You are a virtual influencer!”: Understanding the impact of origin disclosure and emotional narratives on parasocial relationships and virtual influencer credibility

Virtual influencers have become increasingly prevalent because of technological advancements and the fact that they offer benefits similar to human influencers. Studies have found that virtual influencers engage consumers just as effectively as humans, but their artificial identity poses credibility concerns that can hinder the effectiveness of influencer marketing. Given this, two experiments were conducted to explore key marketing and communication factors (i.e., the disclosure of the virtual influencer's origin and the use of positive vs. negative emotional narratives) that influence virtual influencers' credibility. A pre-study investigated the effect of disclosing a virtual influencer's origin on perceived humanness. Additionally, the main study examined whether the virtual influencer's origin disclosure and emotional narratives jointly influenced the virtual influencer's credibility through changes of perceived parasocial interaction. The results are further presented in detail, offering both theoretical and practical implications.

The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour

Over the last decade, influencer marketing has become one of the most important tools for companies and brands to increase awareness, sales, or image strength. Since consumers prefer brands and companies whose image is congruent with their actual or ideal self, we could expect that consumers tend to prefer influencers whom they can compare themselves with. Therefore, congruence between consumer and influencer is imperative in influencer marketing and may indicate whether the influencer will be able to promote products to the target audience in an appealing way. Using a quantitative empirical study, we surveyed more than 7500 individuals measuring how they perceive a specific influencer's credibility, content usefulness, congruence, and purchase behaviour. The results suggest that if there is a congruence between an influencer and the follower, the impact of the influencer's experience and its content usefulness on purchase behaviour is stronger.

THE ROLE OF DIGITAL INFLUENCER CREDIBILITY ON PURCHASE INTENTION AND THE MEDIATING EFFECT OF CUSTOMER TRUST AND ENGAGEMENT

In today's digital era, social networking influencers' (SMIs) ability to drive consumer purchase behaviour has become a focal point of interest. Despite the widespread utilisation of SMIs in marketing, there is a need to comprehend how their varied characteristics impact consumers' purchasing inclinations. This study seeks to address this gap, focusing on the role of influencer credibility as a novel and effective brand marketing strategy. This paper proposes a dual-route effect framework that explores the relationship between influencer credibility, customer engagement, and trust. This framework suggests that audience engagement with an influencer's content bolsters the source's credibility based on the strength of the relationship with the influencer, thereby enhancing the brand's credibility. The audience's immersion in the influencer's content elevates the appreciation of brand content. Expert impressions and bite-sized video content can foster trust and generate interest among target audiences. The proposed framework provides a base for future researchers to delve deeper into the dynamics of influencer marketing. The study also explores other possible mediating and moderating variables that could further explain the relationship between influencer credibility and purchase intention. From a managerial perspective, this paper's insights shed light on how influencer credibility can be effectively leveraged as a brand marketing strategy. The dual-route effect framework proposed provides a roadmap for enhancing brand credibility and customer trust through strategic influencer marketing. This study adds to the growing body of literature on influencer marketing, focusing on influencer credibility. The proposed framework offers a novel perspective on how audience engagement with influencer content can indirectly strengthen brand credibility and drive purchase intentions.

Successive intertwining of young consumers’ reliance on social media influencers

Abstract This study investigates young consumers’ reliance on social media influencers (SMIs) in the context of social commerce. With regard to the four streams of influencer endorsement – influencer credibility, influencer attractiveness, match-up, and meaning transfer – we propose that they can either lead to a direct consumer reliance on SMIs’ suggestions for their purchasing decisions, or that attitudes toward SMIs mediate the relationship. By integrating both directions of partial- and no-attitude mediation, the proposed model explores all associations in order to better understand connections and driving forces between endorsement streams, attitudes, and reliance. We introduce the concept of reliance on SMIs, understood here as the degree to which young individuals base their preferences, lifestyles, and purchasing decisions upon SMIs. A research model was validated by examining 809 young individuals. The results reveal that attitude formation is affected by all four endorsement streams, and fully mediates the relationship between these endorsement streams and young people’s reliance on SMIs. The differentiated reliance levels by gender and age confirm that females and teenagers tend to rely more on SMIs. The current study offers the first evidence for a relationship between the four endorsement streams and reliance on SMIs via attitude formation in the context of social media networking, as well as the association of reliance with sociodemographic characteristics.

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

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.

Influencer marketing in the promotion of tourist destinations: mega, macro and micro-influencers

ABSTRACT Organizations that manage the promotion of tourist destinations have incorporated influencer marketing in their promotional campaigns. The purpose of this study was to analyse the role of influencers in the travel decisions of Instagram users. More specifically, we aimed to analyse the variables that affect influencer credibility and intention to travel to a tourist destination, differentiating between influencers according to their number of followers. We have proposed and studied a model based on source credibility using a sample of 236 users. The model and its hypotheses were tested by structural equations with the PLS technique. The results reveal the importance of the relationship between attitude towards the post and attitude towards the destination. This research has implications of interest for both destination management organizations and travel influencers. In turn, the results obtained can support future research focused on travel influencer marketing.

PENGARUH KREDIBILITAS INFLUENCER DAN BRAND AWARENESS TERHADAP MINAT PEMBELIAN DI TOKOPEDIA (Studi Pada Pelanggan Tokopedia yang Bertransaksi Melalui Bank Syariah Indonesia)

Tokopedia is the largest e-commerce company in Indonesia. Company can increasing their customers interest through credibility influencer and brand awareness. Influencers are one of the factors that contribute the company's progress and to increase brand awareness, which is later intended to emerge in a purchasing decision The results showed that the first hypothesis was accepted, that the Influencer credibility variable had a positive and not significant effect on Tokopedia purchase Interest. with a partial effect of 43.1%. The second hypothesis is accepted, that the Brand Awareness variable has a positive and significant effect on Tokopedia Consumer Interest, with a partial effect of 54.7%. The third hypothesis is accepted, that the influencer and brand awareness variables simultaneously have a positive and significant effect on Tokopedia purchase interest with a simultaneous influence of 59.1%.

Investigating the impact of influencer credibility dimensions: attractiveness, trustworthiness, expertise, similarity, and sponsorship disclosure on purchase intention: a case study on YouTube

Investigating the impact of influencer credibility dimensions: attractiveness, trustworthiness, expertise, similarity, and sponsorship disclosure on purchase intention: a case study on YouTube

How Does Social Media Influencer Credibility Blow the Promotional Horn? A Dual Mediation Model

The ability of social media influencers (SMIs) to shape their followers’ intentions to purchase the recommended brands (IPB) by creating content on social media platforms is critical. This has received little attention in influencer marketing literature. Drawing on source credibility theory, this study investigates the dual mediation of emotional attachment (EA) and influence of presumed influence (IPI) in the relationship between SMIs’ credibility and followers’ IPB in the Pakistani fashion context. A self-administered questionnaire was used to collect data from 346 social media users. PLS-SEM results revealed that SMIs’ credibility does have a negative influence on IPB. However, SMIs’ credibility is positively related to both EA and IPI. Furthermore, EA and IPI fully mediated the relationship between SMIs’ credibility and IPB. This research deepened knowledge about the phenomenon of followers’ emotional bonding with SMIs. This paper also offers valuable theoretical and practical implications for academics and practitioners in the fashion industry.

Instagram influencers in Kuwait: A persuasion knowledge perspective

Although many studies have investigated the effectiveness of social media influencers in brand campaigns, very few of these studies have been conducted in the Middle East region. To address this gap in the literature, this study examines Instagram influencers in Kuwait. The authors develop an integrated conceptual framework based on the persuasion knowledge model to explore factors related to persuasion knowledge, topic knowledge and agent knowledge. A 2 × 2 × 2 factorial design is utilised to explore the effects of persuasion knowledge, influencer–product congruence and parasocial relationship on perceived post credibility, influencer credibility, sharing intention, brand interest and purchase intention. The effects of influencer–product congruence on sharing intention, brand interest and purchase intention are found to be significant, as are the effects of parasocial relationship on advertisement credibility, influencer credibility, brand interest and purchase intention. In addition, persuasion knowledge is found to moderate the effects of influencer–product congruence and parasocial relationship.

Social media influencers: An effective marketing approach?

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape one’s attitudes toward social media influencer and advertised product or service, as well as how these attitudinal outcomes lead to actual purchase. Additionally, the moderating role of gender is examined. Interestingly, the results indicate that interactivity is playing negative direct and indirect roles in attitudinal outcomes. Furthermore, the attitude towards product or service is fully mediating the direct effect of attitude towards the social media influencer on purchase behavior. Besides, the association between influencer credibility and attitude towards product or service is strongly moderated by gender, in which the path is stronger for males. The integrated framework complements existing Information Technology/Information System models. Additionally, the study also renders contributions to the influencer marketing literature.

Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model

Following the advertising value model by Ducoffe, this study develops a conceptual framework, which provides several insights. First, three variables consist of informativeness, entertainment, and irritation of advertisement will be directly influencing purchase intention. Secondly, the researcher developed the mediator interaction to reveal the effect of the source of advertisements on influencer credibility between advertising value and sustainable product purchase intention. To address the research objective, an online survey will be carried out based on quantitative research methods. By using a purposive sampling, the Millennial generation were selected as a respondent. Meanwhile, the researcher will analyse data by using PLS SEM. The study was expected to be significant for all the variables. In hence, this study would be benefit for companies and digital marketers to deeply understand how customer view social media advertisement and create more effective advertisement structure.

Do fake followers mitigate influencers’ perceived influencing power on social media platforms? The mere number effect and boundary conditions

The rapid advancement of influencer marketing in today’s digitalization era has led to marketers partnering with social media influencers to seed information and influence consumer opinions. This is usually done by identifying influencers with large follower numbers, wide reach, and capacity to influence. Influencers, in response, purchase fake followers to present themselves as highly influential. Conventional wisdom assumes that fake followers typically do not affect the influencer’s account, and are therefore counterintuitive as said practice ultimately hurts influencer credibility. The current study, however, follows four extant studies to provide competing evidence revealing the number of followers to be positively associated with perceptions of influencing power, even when consumers recognize the existence of fake followers. Influencer expertise and existing popularity were also found to negate the mere number effect. Systematical support for these effects were found using both real-world data analysis and controlled experiments across different populations and contexts. Implications for brands’ social media marketing and influencer marketing are then discussed herein.

Impact Of Social Media Influencers’ Credibility on The Purchase Intention: Reference to The Beauty Industry

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.

Exploring the Impulsive Buying Behavior on TikTok Live Platform

Abstract. This study aimed to analyze the relationship between Influencer Credibility on the TikTok live platform, Customers' Hedonic Motives, and Online Impulsive Buying Behavior with the moderating effect of Sensory Shopping Experience. Using a self-selection sampling method, a questionnaire was used to gather the data from TikTok users who have experienced shopping impulsively in the TikTok live shopping event where an influencer becomes the host. Out of 297 questionnaires distributed, there were 263 completed responses that can be further analyzed. SEM-PLS was used to analyze the data from 263 samples and evaluate the hypotheses. The findings showed that Influencer credibility positively influences consumers' hedonic motives, which influence online impulsive buying behavior. On the other hand, the sensory shopping experience does not have a significant effect in moderating the relationship between hedonic motives and online impulsive buying behavior. Keywords: Influencer credibility, hedonic motives, online impulsive buying behavior, sensory shopping experience

Understanding herding behavior among Indonesian stock market investors

This paper examined the factors that affect investor herd behavior. Herd behavior bias is a well- known phenomenon in financial markets in which individuals blindly follow the investing decisions of others without understanding the fundamental principles of investment. While extensive research has explored herd behavior in financial markets, there remains a significant research gap in understanding herding behavior at the level of individual investors. Previous studies have primarily focused on herding behavior within market contexts, neglecting the examination of specific factors that influence herding behavior among individual investors. Using a sample of 217 Indonesian investors this study investigates the factors that influence herding behavior. The findings showed that stock influencer credibility had a significant positive impact on herd behavior bias, suggesting that investors with high trust in stock influencers were likely to follow the herd. Financial literacy also had a significant negative impact on herd behavior bias, indicating that investors with higher financial knowledge are less likely to herd. However, financial literacy was found to have a significance towards herding behavior when mediated through risk perception. Lastly, risk perception had a significant positive impact on herd behavior bias, indicating that investors with higher risk perception are more likely to follow the herd. This study contributes to the existing literature by enhancing our understanding of herd behavior dynamics among investors, specifically at the individual level. By exploring the factors that influence herding behavior, it provides valuable insights into the mechanisms that drive this bias. The findings highlight the importance of targeted financial education programs and regulatory measures to address herding behavior bias among Indonesian investors, focusing on enhancing financial literacy and reducing risk perception.