Influential Marketing Through Social Media Influencers On Consumer’s Purchase Intention

Abstract

Companies have been increasingly using social media influencers to market their products in recent decades. Social media influencers are those who impact consumers' attitudes toward a company or product by their posts on different social media platforms via their images, videos, and other updates. Aim of this study is to determine, effect of social media influencers (SMIr) on customer purchase intention using a source credibility model. A systematic questionnaire was utilized to collect data from 400 individuals aged 20 to 35. The findings were analyzed using regression analysis in SPSS. The findings demonstrate that the credibility of social media influencers, i.e. trustworthiness, expertise, attractiveness has a considerable effect on followers.