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<p>This paper seeks to investigate the impact of social media influencer traits on customers’ purchase intentions, examining the mediating role of credibility and the moderating role of materialism in the relationship between these influencer traits and customer purchase intentions. The research employs a survey-based approach to gather data from 360 users engaged in social media platforms. The findings highlight that personality, admiration, likeability, and interactivity of influencers are significant predictors of the purchase intention of social media users. It is also confirmed that the credibility of social media influencers plays a mediating role in the association between social media influencers and customers’ purchase intentions. The study makes a significant contribution by confirming that materialism of influencers has a moderating role in the relationship between social media influencers and customers’ purchase intentions. The theoretical and practical implications of this study are discussed, and possible directions for future research are suggested.</p>

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The impact spectrum: how influencer traits shape consumer purchase intentions through credibility and materialism

  • 期刊论文

  • 发表日期：

    2025年6月10日

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  • Khalid Mehmood,
  • Manjit Kour,
  • Pradeep Kautish

摘要

This paper seeks to investigate the impact of social media influencer traits on customers’ purchase intentions, examining the mediating role of credibility and the moderating role of materialism in the relationship between these influencer traits and customer purchase intentions. The research employs a survey-based approach to gather data from 360 users engaged in social media platforms. The findings highlight that personality, admiration, likeability, and interactivity of influencers are significant predictors of the purchase intention of social media users. It is also confirmed that the credibility of social media influencers plays a mediating role in the association between social media influencers and customers’ purchase intentions. The study makes a significant contribution by confirming that materialism of influencers has a moderating role in the relationship between social media influencers and customers’ purchase intentions. The theoretical and practical implications of this study are discussed, and possible directions for future research are suggested.