I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention
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Apr 30, 2025
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Abstract
Traditional marketing is losing effectiveness. Brands are turning to social media influencers to shape consumer behavior. This study definitively investigates the impact of influencer attributes, trustworthiness, attractiveness, and expertise on consumer purchase intention, focusing specifically on the Erigo fashion brand. We used a quantitative approach, collecting data via online questionnaires from Erigo's influencers. We applied Structural Equation Modeling-Partial Least Squares (SEM-PLS) to analyze the relationships between variables. The results are clear: all three influencer attributes significantly influence brand attitude and purchase intention, with expertise showing the strongest effect. Brand attitude also serves as a mediator between influencer attributes and purchase intention. The findings demonstrate that credible influencers enhance consumer trust and foster positive brand perception and purchase intent. This study provides valuable insights into digital consumer behavior and offers strategic guidance for fashion marketers looking to leverage influencer partnerships to boost brand engagement and sales.
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References
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Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2). https://doi.org/10.1016/j.digbus.2021.100008
Naghash, A., Rezaei, H., 2, D., Fathollah, S., & Aghdaie, A. (2022). The Analysis of the Moderating Role of Brand Type in the Association of Endorser Credibility With Endorser Congruence and Consumer Based-Brand Equity. In Iranian Journal of Management Studies (IJMS) (Vol. 2022, Issue 4).
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Putri, R., & Roostika, R. (2022). The role of celebrity endorser toward brand attitude and purchase intention. International Journal of Research in Business and Social Science (2147- 4478), 10(8), 68–75. https://doi.org/10.20525/ijrbs.v10i8.1489
Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-10-2019-0161
SOOMRO, Y. A., BAESHEN, Y., ALFARSHOUTY, F., KAIMKHANI, S. A., & BHUTTO, M. Y. (2021). The Impact of Guerrilla Marketing on Brand Image: Evidence from Millennial Consumers in Pakistan. Journal of Asian Finance, Economics and Business, 8(4), 917–928. https://doi.org/10.13106/jafeb.2021.vol8.no4.0917
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Aini Anisa, N., Gastri Widjatmiko, A., & Tinggi Ilmu Ekonomi Pemuda, S. (2020). ELECTRONIC WORD OF MOUTH (E-WOM) , CELEBRITY ENDORSEMENT DAN GAYA HIDUP PADA MINAT BELI PRODUK ONLINE SHOP Jurnal Mitra Manajemen (JMM Online). 4(10), 1514–1522.
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 3(4). https://doi.org/10.31014/aior.1992.03.04.298
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543
Hair, J. F., Tomas, G., Hult, M., Ringle, C. M., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A workbook. https://doi.org/10.1007/978-3-030
Harini, H., Wahyuningtyas, D. P., Sutrisno, S., Wanof, M. I., & Ausat, A. M. A. (2023). Marketing Strategy for Early Childhood Education (ECE) Schools in the Digital Age. Jurnal Obsesi : Jurnal Pendidikan Anak Usia Dini, 7(3), 2742–2758. https://doi.org/10.31004/obsesi.v7i3.4454
Hmoud, H., Nofal, M., Yaseen, H., Al-Masaeed, S., & Alfawwaz, B. M. (2022). The effects of social media attributes on customer purchase intention: The mediation role of brand attitude. International Journal of Data and Network Science, 6(4), 1543–1556. https://doi.org/10.5267/j.ijdns.2022.4.022
Hussain, A., & Ali, Z. (2021). Examining the impact of social media influencer’s credibility dimensions on consumer behavior.
Ibáñez-Sánchez, S., Flavián, M., Casaló, L. V., & Belanche, D. (2022). Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media. Journal of Marketing Communications, 28(5), 469–486. https://doi.org/10.1080/13527266.2021.1929410
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Magano, J., Au-Yong-oliveira, M., Walter, C. E., & Leite, Â. (2022). Attitudes toward Fashion Influencers as a Mediator of Purchase Intention. Information (Switzerland), 13(6). https://doi.org/10.3390/info13060297
Manosuthi, N., Lee, J. S., & Han, H. (2020). Impact of distance on the arrivals, behaviours and attitudes of international tourists in Hong Kong: A longitudinal approach. Tourism Management, 78. https://doi.org/10.1016/j.tourman.2019.103963
Martiningsih, D. A., & Setyawan, A. A. (2022). The Impact of Influencers’ Credibility Towards Purchase Intention. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 655. https://doi.org/10.2991/aebmr.k.220602.025
Masato, E., & . S. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences. https://doi.org/10.18502/kss.v5i8.9358
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174. https://doi.org/10.1016/j.techfore.2021.121246
Modifa Tarigan, I., Ade Kurnia Harahap, M., Mayang Sari, D., Dara Sakinah, R., & Muna Almaududi Ausat, A. (2023). Understanding Social Media: Benefits of Social Media for Individuals. Jurnal Pendidikan Tambusa, 7.
Nabil, M., Khaled, H., Taher, H., Ayman, M., Ashoush, N., & Shawky, R. (2022). Celebrity endorsement and its impact on purchase intention of luxurious brands. In The Business and Management Review (Vol. 13).
Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2). https://doi.org/10.1016/j.digbus.2021.100008
Naghash, A., Rezaei, H., 2, D., Fathollah, S., & Aghdaie, A. (2022). The Analysis of the Moderating Role of Brand Type in the Association of Endorser Credibility With Endorser Congruence and Consumer Based-Brand Equity. In Iranian Journal of Management Studies (IJMS) (Vol. 2022, Issue 4).
Naszariah, R., Naseri, N., Mohd Esa, M., Abas, N., Zamratul, N., Ahmad, A., Azis, R. A., & Norazmi Bin Nordin, M. (2021). An Overview Of Online Purchase Intention Of Halal Cosmetic Product: A Perspective From Malaysia. In Turkish Journal of Computer and Mathematics Education (Vol. 12, Issue 10).
Nugroho, S. D. P., Rahayu, M., & Hapsari, R. D. V. (2022). The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 18–32. https://doi.org/10.20525/ijrbs.v11i5.1893
Örs, M., & Alawadhi, R. (2020). Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image. Journal of Business Research - Turk, 12(1), 454–468. https://doi.org/10.20491/isarder.2020.855
Pamungkas, S., & Sigit, M. (2022). Pengaruh Digital Marketing di Era Pandemi COVID-19 terhadap Keputusan Pembelian pada Marketplace Shopee (Vol. 01, Issue 04). https://journal.uii.ac.id/selma/index
Purwianti, L., Niawati, 1, & Kunci, K. (2022). Analysis of e-WOM, Brand Attitude, Brand Image on Purchase Intention Abstrak. SEIKO : Journal of Management & Business, 5(1), 2022–2356. https://doi.org/10.37531/sejaman.v5i1.1664
Putri, R., & Roostika, R. (2022). The role of celebrity endorser toward brand attitude and purchase intention. International Journal of Research in Business and Social Science (2147- 4478), 10(8), 68–75. https://doi.org/10.20525/ijrbs.v10i8.1489
Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181–199. https://doi.org/10.1108/JRIM-10-2019-0161
SOOMRO, Y. A., BAESHEN, Y., ALFARSHOUTY, F., KAIMKHANI, S. A., & BHUTTO, M. Y. (2021). The Impact of Guerrilla Marketing on Brand Image: Evidence from Millennial Consumers in Pakistan. Journal of Asian Finance, Economics and Business, 8(4), 917–928. https://doi.org/10.13106/jafeb.2021.vol8.no4.0917
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442