The Role of Credibility in Social Media Influencer (SMI) Marketing: A Consumer Perspective

Abstract

This research seeks to generate empirical proof by examining the credibility elements of an
influencer and how this perceived credibility influences customers' intentions to purchase a
specific brand. This study aims to elucidate the challenge of comprehending the attributes of
social media influencers (SMIs) in fostering clients' purchasing intents, particularly within the
fashion industry of Pakistan. Furthermore, in order to provide more detailed information on the
relationship, this study incorporates brand self-congruence as the moderating factor of this
relationship. The study collected data from clients in the fashion business who follow one or more
SMIs. In order to get data from customers, a combination of convenience and snowball sampling
methods was employed, resulting in a total of 252 respondents being collected. The data was
analyzed using the Smart PLS 4 software, which was used to test the measurement and structural
models. The study reveals that the trustworthiness, likeability, and homophily of SMIs have been
proven to effectively influence customers' impressions of brands, which subsequently affects their
intentions to make purchases. Moreover, customers with a strong sense of self-congruence with
the influencer are inclined to buy specific brands. This study suggests that the expertise and
understanding of a social media influencer may not be a reliable factor to consider when choosing
an influencer for a fashion brand's campaign. This study provides valuable insights into the impact
of advertising and SMIs on consumers' purchasing intentions. Furthermore, this study also
highlights the importance of the fundamental principles of both the social impact theory and selfcongruence theory.
Keywords: Social Media Influencer, Influencer Marketing, Credibility, Brand Self-congruence,
Fashion Sector Pakistan.