Publicação
From Followers to Buyers: The Power of Influencer Credibility in Driving Consumer Brand Behavior: A Study on How Perceived Influencer Credibility Bridges Purchase Intention, Consumer Brand Engagement, and Brand Loyalty
| Resumo: | This study explores the impact of social media influencer credibility on consumer behavior, focusing specifically on purchase intention, consumer brand engagement (CBE), and brand loyalty. In light of the growing relevance of influencer marketing, it becomes increasingly important to understand how perceived characteristics of influencers shape consumer responses. Drawing upon the Source Credibility Theory, this research operationalizes influencer credibility through three key dimensions, authenticity, trustworthiness, and expertise, and investigates their effects on brand-related outcomes. Data were collected through an online questionnaire targeting social media users who follow social media influencers, resulting in a valid sample of 303 respondents. The model was analyzed using PLSSEM, allowing for the testing of twelve hypotheses, including the mediating roles of purchase intention and CBE. The results highlight the central role of CBE, which emerged as the strongest predictor of both purchase intention and brand loyalty. Influencer authenticity demonstrated a significant indirect effect on these outcomes by improving engagement and also exerts a direct influence on CBE. In contrast, trustworthiness and expertise only revealed a direct impact on purchase intention. Purchase intention also showed a strong effect on brand loyalty. The results suggest that emotional involvement and behavioral engagement are essential to translating influencer credibility into sustained consumer-brand relationships. These findings contribute to the academic literature by offering a comprehensive model that clarifies how influencer attributes affect brand-related outcomes. The study also emphasizes the importance of selecting influencers capable of fostering meaningful engagement with their audiences, as this strategy not only improves behavioral intentions but also boosts long-term relationships with brands. |
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| Autores principais: | Parreiro, Mariana Veludo |
| Assunto: | Digital Influencers Social Media Influencers Authenticity Trustworthiness Expertise Purchase intention Brand Engagement Brand Loyalty SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study explores the impact of social media influencer credibility on consumer behavior, focusing specifically on purchase intention, consumer brand engagement (CBE), and brand loyalty. In light of the growing relevance of influencer marketing, it becomes increasingly important to understand how perceived characteristics of influencers shape consumer responses. Drawing upon the Source Credibility Theory, this research operationalizes influencer credibility through three key dimensions, authenticity, trustworthiness, and expertise, and investigates their effects on brand-related outcomes. Data were collected through an online questionnaire targeting social media users who follow social media influencers, resulting in a valid sample of 303 respondents. The model was analyzed using PLSSEM, allowing for the testing of twelve hypotheses, including the mediating roles of purchase intention and CBE. The results highlight the central role of CBE, which emerged as the strongest predictor of both purchase intention and brand loyalty. Influencer authenticity demonstrated a significant indirect effect on these outcomes by improving engagement and also exerts a direct influence on CBE. In contrast, trustworthiness and expertise only revealed a direct impact on purchase intention. Purchase intention also showed a strong effect on brand loyalty. The results suggest that emotional involvement and behavioral engagement are essential to translating influencer credibility into sustained consumer-brand relationships. These findings contribute to the academic literature by offering a comprehensive model that clarifies how influencer attributes affect brand-related outcomes. The study also emphasizes the importance of selecting influencers capable of fostering meaningful engagement with their audiences, as this strategy not only improves behavioral intentions but also boosts long-term relationships with brands. |
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