Examining Celebrity Influencers’ Credibility through Social Media towards Purchase Intention: The Moderating Role of Materialism

Abstract

Aim of the Study: Considering the extreme popularity of social media with its networking platforms and online communities, this all collectively emerges the success of business in many terms. Our research investigates, how Instagram celebrity influencers’ credibility has an impact on purchase intention. Credibility like, source trustworthiness, source attractiveness, and source expertise, which one/few of these is/are impactful on celebrities’ endorsed products while making online or offline purchase intention? Another milestone of our study is moderating role of materialism, which relates to source credibility terms, and that has given the positive relationship with source credibility, trustworthiness, attractiveness and expertise.

Methodology: A quantitative approach was taken with a sample of (N=220) respondents across Pakistan. Researchers successfully designed a path model (by data analysis) using partial least square structural equation modelling; measurement model and structural mode.

Key Findings and Conclusion: There is a positive and significant relationship between the source credibility (trustworthiness, attractiveness, and expertise) of Instagram celebrity and customer purchase intention. Additionally, there is positive role of moderator which is materialism but results are insignificant though there isn’t much impact of moderator.