Social Media Influencer Credibility On Consumer Purchase Intentions: A Source Credibility Theory Perspective

Abstract

This research explores how the perceived credibility of social media influencers in terms of expertise, trustworthiness, and attractiveness affects consumer purchase intentions with the use of Source Credibility Theory. The study takes a quantitative format where 288 social media users sampled in the city of Coimbatore (Tamil Nadu), The findings demonstrate that most of the high purchase intention comes from the influencer’s expertise, then there is the trustworthiness, and the attractiveness comes last. The results allied to the principles of Source Credibility Theory, and they appear to be in line with what other resources tell about influencer marketing.