Influencer Attributes and Customer Purchase Intention: The Mediating Role of Brand Attitude and the Influence of Perceived Authenticity and Materialism
DOI:
https://doi.org/10.62843/jssr.v6i3.744Keywords:
Influencer Attributes, Attractiveness, Interactivity, Credibility, Professionalism, Brand Attitude, Perceived Authenticity, Consumer Materialism, Purchase Intention, PLS-SEM, PakistanAbstract
This study examines the influence of Influencer Attractiveness, Interactivity, Credibility, and Professionalism on Customer Attitude toward the Brand and Consumer Purchase Intention among social media users in Karachi, Pakistan. It further investigates the direct effect of Perceived Influencer Authenticity and the moderating roles of Perceived Authenticity and Consumer Materialism. A cross-sectional quantitative design was employed using data collected from 206 social media users through a structured Google Forms questionnaire based on established scales. Convenience sampling was adopted, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Influencer Interactivity (β=0.216), Credibility (β=0.227), and Professionalism (β=0.121) significantly improved Customer Attitude toward the Brand, which subsequently enhanced Purchase Intention. Perceived Influencer Authenticity directly increased Purchase Intention (β=0.235). Furthermore, Perceived Authenticity positively moderated the Brand Attitude-Purchase Intention relationship (β=0.139), whereas Consumer Materialism negatively moderated it (β=−0.076). The findings demonstrate that interaction, credibility, professionalism, and authenticity are important drivers of influencer marketing effectiveness and provide practical insights for digital marketers operating in Pakistan’s growing social-commerce environment.
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