Why Do We Buy What They Recommend? Investigating the Effects of Fashion Influencers’ Source Factors on Consumer Attitudes and Purchase Intentions
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes toward SMFIs do not impact purchase intention.
Authors: Faren Karimkhan, Sindy Chapa
Institutions: Syracuse University, Florida State University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410857245