Influencer Marketing Dynamics: Analyzing the Role of Influencer Credibility, Quality of Content, and Social Interactions on Consumer Buying Behavior
Year: 2026
Type: conference-paper
Study design: Observational Study
Abstract: With the growth of influencer marketing rapidly increasing each year, the need to study it further becomes more apparent. This study looks into the aspects that make influencer marketing more effective. With a focus on one of the leading social media platforms, this study explores the relationship between influencer credibility, quality of content, and social interactions on consumer buying behavior in the National Capital Region of the Philippines. A survey questionnaire was distributed to 391 active users of a particular social media platform. Data was then analyzed using descriptive statistics and correlational analysis. Key findings show a strong positive relationship between influencer credibility$(\rho=0.834, p<0.001)$, quality of content$(\rho= 0.915, \mathrm{p}<0.001)$, and social interactions$(\rho=0.857, \mathrm{p}<0.001)$, on consumer buying behavior. Although all three factors are significant to consumer buying behavior, it is interesting to note that quality of content has the strongest relationship, even ranking higher than influencer credibility. The findings offer insights to influencers and marketing professionals on effectively utilizing influencer marketing, focusing on quality of content, social interaction, and influencer credibility.
Institution: National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7202265129