Impact of Influencers Marketing on Consumers Beahvior and Purchase Intention: Mediating Role of Influencer Credibility

Abstract

In the realm of digital marketing, influencer marketing has risen to prominence, particularly on platforms like TikTok, which wield considerable influence among younger demographics. This study focused on the faculty and students from four different public and private universities in KPK. Employing a non-probability simple random sampling technique for sample selection, the study utilized an adopted questionnaire to measure responses, confirming the reliability of the measurement scales with an impressive Cronbach's Alpha score of 0.967. Results of the study revealed that influencer marketing significantly and positively impacts consumer attitudes toward brands and their purchase intentions. Further influencer credibility has significantly mediated the effect of influencer marketing on attitude towards brand and purchase intention. This underscores the critical need for culturally tailored influencer marketing strategies to maximize relevance and effectiveness in the Pakistani market. Moreover, it highlights the untapped potential of TikTok as a powerful platform for influencer marketing. These results offer invaluable, actionable insights for marketers and significantly advance our theoretical understanding of influencer marketing's profound impact on consumer behavior, laying the groundwork for future research on emerging social media platforms.