Digital Influencers: Catalysts for Customer Engagement and Purchase Intention

Hani Ghamama, Haider Syed Waqar, Raza Aamir, Silva Susana C. () and Dias Joana Carmo
Additional contact information
Hani Ghamama: GC Women University Sialkot
Haider Syed Waqar: GC Women University Sialkot American University of Iraq, Baghdad
Raza Aamir: GC Women University Sialkot
Silva Susana C.: Universidade Catoìlica Portuguesa&CEGE, Portugal; University of Saint Joseph, China
Dias Joana Carmo: COMEGI Universidade Lusiìada, Portugal

Studia Universitatis Babeș-Bolyai Oeconomica, 2024, vol. 69, issue 2, 40-61

Abstract: Social Media Influencer (SMI) marketing represents a contemporary addition to the arsenal of digital advertising tools. Digital Content Creators are individuals who regularly share a variety of content, including visuals, audio recordings, and updates, across multiple social media platforms to shape consumers’ perceptions of a brand and its products. The focus of this study is to examine how the credibility aspects of social media influencers (expertise, attractiveness, and trustworthiness) influence purchase intention and brand intimacy while also considering the mediating role of consumer engagement. This study used a quantitative, cross-sectional design with convenience sampling targeting social media-active individuals. Data were collected via a questionnaire distributed through email and social media, selecting participants who followed influencers. To gather data, 250 participants were engaged in an online questionnaire distributed via Google Forms. The findings indicate that the credibility dimensions of SMIs, particularly their attractiveness and trustworthiness, positively influence brand intimacy and purchase intention. Furthermore, consumer engagement serves as a critical mediator, connecting the authenticity of social media influencers with purchase intention and brand intimacy. In line with these results, it becomes evident that consumer engagement indirectly influences influencer credibility (trustworthiness and attractiveness), purchase intention, and brand intimacy. Notably, expertise does not exert any discernible impact on either brand intimacy or purchase intention. This study’s outcomes provide valuable insights for marketing managers, underscoring the significance of partnering with influencers who possess a high level of trust within their respective marketing niches.

Keywords: social media influencers; credibility; customer engagement; purchase intention; brand intimacy (search for similar items in EconPapers)
JEL-codes: M3 O30 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://doi.org/10.2478/subboec-2024-0009 (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:vrs:subboe:v:69:y:2024:i:2:p:40-61:n:1004

DOI: 10.2478/subboec-2024-0009

Access Statistics for this article

Studia Universitatis Babeș-Bolyai Oeconomica is currently edited by Dumitru Matis

More articles in Studia Universitatis Babeș-Bolyai Oeconomica from Sciendo
Bibliographic data for series maintained by Peter Golla ().