Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved]
Introduction The social media landscape has radically changed and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of followers. The objective is to explore the charact...
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| Format: | Article |
| Language: | English |
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F1000 Research Ltd
2025-01-01
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| Online Access: | https://f1000research.com/articles/13-1343/v3 |
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| author | Varalakshmi Alapati Pranav Vilas Chavare Smitha Nayak Ramona Birau |
| author_facet | Varalakshmi Alapati Pranav Vilas Chavare Smitha Nayak Ramona Birau |
| author_sort | Varalakshmi Alapati |
| collection | DOAJ |
| description | Introduction The social media landscape has radically changed and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of followers. The objective is to explore the characteristics of influencers that contribute to their credibility. This research aims to explore the role of consumers’ attitude toward brands on their intention to adopt brands endorsed by influencers. Methods This cross-sectional research was undertaken among GenZ in the urban landscape of India. Data collected was analyzed using SmartPLS4 software. Findings Trust, expertise, and similarity were the significant antecedents of the formation of influencer credibility. Attractiveness did not have a significant influence on influencer credibility. A complementary partial mediation of Attitude towards a brand is observed in the association between influencer credibility and the purchase intention of followers. Attitude towards the video also had a significant positive influence on purchase intention. Conclusion The study found that Gen Z places little importance on an influencer’s attractiveness, as it has no significant impact on credibility. However, attitude toward the brand strongly influenced purchase intention and partially mediated the relationship between influencer credibility and purchase intention. |
| format | Article |
| id | doaj-art-93fe6ab77117411985eccda59420f2cd |
| institution | Kabale University |
| issn | 2046-1402 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | F1000 Research Ltd |
| record_format | Article |
| series | F1000Research |
| spelling | doaj-art-93fe6ab77117411985eccda59420f2cd2025-01-28T01:00:02ZengF1000 Research LtdF1000Research2046-14022025-01-0113177412Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved]Varalakshmi Alapati0Pranav Vilas Chavare1Smitha Nayak2https://orcid.org/0000-0001-7171-2580Ramona Birau3Department of Commerce, Manipal Academy of Higher Education, Manipal, Karnataka, 576104, IndiaDepartment of Computer and Communication Engineering, Manipal Academy of Higher Education, Manipal Institute of Technology, Manipal Karnataka, 576104, IndiaDepartment of Humanities and Management, Manipal Academy of Higher Education, Manipal Institute of Technology, Karnataka, 576104, IndiaFaculty of Economic Science, U, University Constantin Brancusi of Tg-Jiu, Romania, RomaniaIntroduction The social media landscape has radically changed and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of followers. The objective is to explore the characteristics of influencers that contribute to their credibility. This research aims to explore the role of consumers’ attitude toward brands on their intention to adopt brands endorsed by influencers. Methods This cross-sectional research was undertaken among GenZ in the urban landscape of India. Data collected was analyzed using SmartPLS4 software. Findings Trust, expertise, and similarity were the significant antecedents of the formation of influencer credibility. Attractiveness did not have a significant influence on influencer credibility. A complementary partial mediation of Attitude towards a brand is observed in the association between influencer credibility and the purchase intention of followers. Attitude towards the video also had a significant positive influence on purchase intention. Conclusion The study found that Gen Z places little importance on an influencer’s attractiveness, as it has no significant impact on credibility. However, attitude toward the brand strongly influenced purchase intention and partially mediated the relationship between influencer credibility and purchase intention.https://f1000research.com/articles/13-1343/v3influencer credibility purchase intention attitude towards brand India eng |
| spellingShingle | Varalakshmi Alapati Pranav Vilas Chavare Smitha Nayak Ramona Birau Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] F1000Research influencer credibility purchase intention attitude towards brand India eng |
| title | Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] |
| title_full | Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] |
| title_fullStr | Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] |
| title_full_unstemmed | Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] |
| title_short | Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers? [version 3; peer review: 2 approved] |
| title_sort | does brand attitude complement influencer credibility in shaping purchase intention of indian genz consumers version 3 peer review 2 approved |
| topic | influencer credibility purchase intention attitude towards brand India eng |
| url | https://f1000research.com/articles/13-1343/v3 |
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