Influencer Marketing and Consumer Purchase Intention: A Conceptual Holistic Model

Abstract

In today’s digitally driven market, consumer purchase intention is significantly affected by influencer marketing. Despite the established and recognized role of influencer marketing on customer positive purchase intent, this is worth mentioning that several intervening factors play important roles in shaping consumer intent to purchase. A comprehensive model that reflects the powerplay of such factors that transmit the effects of the influencer marketing into purchase intent. This study ingrains source credibility, message value, customer trust and attitude, and electronic word-of-mouth, as the important factors that transmit the effect of the influencer marketing to purchase intention. As a result of the causality chain, the study examines the association between the credibility of message source and the value of the message with customer attitude, consumer trust, and electronic word-of-mouth, ultimately resulting in positive purchase intent. As a result of the multiple mediating relationships, the proposed model deems to offer a thorough and comprehensive understanding of the intricate relationship between influencer marketing and its positive effect on customer purchase decision, involving several important factors.