Social Media Influencers' Traits and Purchase Intention: A Moderated Mediation Effect of Attitude Towards Brand Credibility and Brand Familiarity

The prominence of social media influencers (SMI) has dramatically shifted in recent years. SMI enables brands to connect with users through unique and original content, thereby expanding their reach. In response, this study examined the effects of SMI traits on purchase intention by incorporating variables, such as attitude towards brand credibility as a mediator and brand familiarity as a moderator. Specifically, researchers examined the moderated mediation role of brand familiarity on purchase intention. The conceptual model is based on source credibility and the theory of reasoned action. PLS-SEM and Process Macro analyzed the data of 454 Instagram users. Research shows that SMI trustworthiness, expertise and attitude towards brand credibility improve purchase intention. Attitudes toward brand credibility mediate attractiveness, expertise and purchase intention. Brand familiarity moderates the relationship between attitudes towards brand credibility and intention. The moderated mediation effect of brand familiarity improves the relationship between trustworthiness, expertise and purchase intention. This study contributes to the literature on influencer marketing. Furthermore, managers and practitioners can strategically benefit from this research.