The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia

Hashed Mabkhot (), Normalisa Md Isa and Ammar Mabkhot ()
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Hashed Mabkhot: Department of Management, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Normalisa Md Isa: Department of Marketing, School of Business Management, University Utara Malaysia, Sintok 06010, Malaysia
Ammar Mabkhot: Department of Marketing, School of Business Management, University Utara Malaysia, Sintok 06010, Malaysia

Sustainability, 2022, vol. 14, issue 19, 1-15

Abstract: In recent years, influencers on social media platforms have received substantial attention during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and credibility plays a mediating role in the link between these variables. A survey was conducted in the Eastern Region of Saudi Arabia with 312 respondents, and partial least squares (PLS-SEM) were used for data analysis. The findings indicate that a significant link was identified between SMIs and purchase intentions, and credibility was determined to play a mediating role between these variables. Furthermore, the findings contribute to understanding customer behavior. The paper discusses the implications and opportunities for the future research.

Keywords: credibility; social media influencers; consumers’ purchase intentions; COVID-19 pandemic (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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