Year: 2025
Type: article
Study design: Observational Study
Abstract: This study explores the relationship between influencer attributes, product characteristics, and customer buy intention in the context of influencer marketing. Regression modeling and quantitative analysis are used in the study to show that influencers' attractiveness and credibility significantly impact consumer behavior. Still, their expertise doesn't seem to have much of an effect. It also emphasizes how vital product characteristics influence consumers' purchasing decisions. Based on the concept of the theory of reasoned action (TRA), the study closes gaps in the literature and provides insightful direction for more research. The study offers valuable insights into customer preferences by highlighting the significance of product characteristics, influencer credibility, and attractiveness. The results of this study reveal that choosing influencers is viewed as reliable, appealing, and a top priority for marketers looking to maximize consumer engagement and brand promotion. Enhancing product features should also be prioritized to influence consumer purchase decisions. This study adds to the body of knowledge in academia and offers marketers practical methods for maximizing influencer marketing's potential to increase brand loyalty and customer engagement. Marketers should consider these findings and adjust their strategies to improve consumer engagement through influencer marketing.
Authors: Muhammad Tabish, Muhammad Adnan Bashir, Shazleen Nadeem
Institution: Institute of Business Management
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414447961