Influencer Credibility and Brand Image: The Mediating Effect of Brand Attitude in the Premium Cosmetics Market

Shweta Saini and Rohit Bansal

Jindal Journal of Business Research, 2025, vol. 14, issue 2, 208-225

Abstract: Purpose: This research article investigates how the credibility of the influencer affects the image of premium cosmetics brands, and it explores how brand attitude plays a role in this association. Design/methodology/approach: The study employed a quantitative approach, using surveys to gather insights from 525 customers who followed social media influencers endorsing premium cosmetics and have purchased them. A convenient sampling method was utilized. Structural equation modeling (SEM) facilitated the analysis, ensuring the validity and fitness of the proposed relationships through the analysis of moment structures (AMOS) software. Findings: Results indicated that dimensions of influencer credibility positively influence the brand image. Moreover, these attributes indirectly affect brand attitude in a positive and significant manner. Originality of article: These findings fill a gap in the existing literature by examining the impact of influencer credibility on both brand attitude and brand image simultaneously. The article concludes with recommendations for marketers and suggestions for future research endeavors.

Keywords: Influencer credibility; social media influencer; brand image; brand attitude; structural equation modeling (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/22786821241287610 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:jjlobr:v:14:y:2025:i:2:p:208-225

DOI: 10.1177/22786821241287610

Access Statistics for this article

More articles in Jindal Journal of Business Research
Bibliographic data for series maintained by SAGE Publications ().