THE EFFECT OF INFLUENCER CREDIBILITY ON CONSUMER PURCHASE INTENTION IN SOCIAL MEDIA MARKETING THROUGH BRAND TRUST

Abstract

This study examines the role of influencer credibility in shaping consumer purchase intention within digital marketing environments, with a particular focus on the mediating role of brand trust. Grounded in Source Credibility Theory, the study aims to provide a comprehensive understanding of how persuasive communication influences consumer behavior in online contexts. A quantitative, cross-sectional research design was employed, with data collected from active social media users in Pakistan’s online retail sector. The data were analyzed using SPSS and SmartPLS, applying structural equation modeling to test the proposed relationships. The findings reveal that influencer credibility has a significant positive effect on both brand trust and purchase intention. Additionally, brand trust is found to significantly influence purchase intention and to mediate the relationship between influencer credibility and consumer behavior. These results highlight the importance of credibility and trust as key drivers of consumer decision-making in digital environments. The study contributes to both theory and practice by offering a more integrated understanding of digital persuasion processes and providing actionable insights for marketers and policymakers.