Analyzing the Impact of Social Media Influencers on Consumer Shopping Behavior: Empirical Evidence from Pakistan

Bilal Afzal (), Xiao Wen (), Ahad Nazir, Danish Junaid and Leidy Johanna Olarte Silva
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Bilal Afzal: School of Management & Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
Xiao Wen: School of Management & Economics, University of Electronic Science and Technology of China, Chengdu 611731, China
Ahad Nazir: Bahria Business School, Bahria University, Islamabad 44000, Pakistan
Danish Junaid: Bahria Business School, Bahria University, Islamabad 44000, Pakistan
Leidy Johanna Olarte Silva: School of Management & Economics, University of Electronic Science and Technology of China, Chengdu 611731, China

Sustainability, 2024, vol. 16, issue 14, 1-23

Abstract: This study provides valuable insights into the impact of social media influencers (SMIs) on consumer shopping behavior through the lens of social influence theory. It focuses on the mediating role of shopping intentions and the moderating effects of brand credibility and individual shopping values in Pakistan. Using online questionnaires, data were collected from 988 individuals with first-hand experience of social commerce. To investigate a moderated mediation model, we used Smart-PLS 4, which examines how SMIs affect shopping behavior through shopping intention in the case of social media buying. The moderating effects of brand credibility and individual shopping values, specifically hedonic and utilitarian, are also examined. The results show that brand credibility significantly moderates the relationship between SMIs and shopping intentions. Utilitarian shopping value significantly moderates the conversion of shopping intentions into actual shopping behavior, while hedonic shopping value is found to be insignificant. This study uses social influence theory to emphasize the importance of critical variables in digital consumer behavior. The findings suggest that marketers should emphasize brand credibility and practical values to boost social commerce and engagement, providing a practical guide for their strategies.

Keywords: consumer shopping behavior; shopping value; brand credibility; heterotrait–monotrait ratio; Fornell–Larcker criterion; confirmatory factor analysis; path coefficient (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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