Influencer Marketing and Consumer Purchase Intention: A Conceptual Holistic Model

Abstract

In the digital technology driver era consumer purchase intentions is significantly impacted by influencer marketing. Despite the established and recognized role of influencer marketing on customer positive purchase intent, a comprehensive and constructive model of influencer marketing is missing in previous studies. This study will fill the gap by suggesting multiple mediating relationships such that source credibility and message value play key role in the association as intervening variables among influencer marketing and consumer purchasing intent. The study further suggests that the association between the credibility of message source and the value of the message and their positive influence over customer purchase decision is mediated by customer trust, their positive attitude and the electronic words of mouth. Through integration of these multiple mediating relationships, the proposed model seeks to offer a thorough and comprehensive understanding of the intricate relationship between influencer marketing and its positive effect on customer purchase decision.