Impact of Social Media Influencer Marketing, Brand Trust and Perceived Price on Purchase of Smart Watches

Abstract

In the current digital era, social media influencers can have a big impact on what consumers decide to buy. Notwithstanding the existence of research in the field of social media influencer marketing, it remains crucial to comprehend the diverse attributes of social media influencers and the ways in which these attributes can motivate consumers to make purchases. Through the influence of social media influencers, the research investigated the impact of various factors on smart watch purchases. A research framework with six constructs has been formulated and tested empirically. The study examined constructs such as the expertise of social media influencers and their trustworthiness, attractiveness, brand trust, perceived price, and behavioural intention to purchase smart watch. 256 responses were collected using a structured questionnaire and analyzed through structural equation modeling. The findings revealed that all the predictors significantly influence purchase intention towards smart watches. The research has implication for both academia and practioners.