From Screens to Shopping Carts: Unravelling the Impact of Digital Influencers’ Credibility on Hyper-Local Brand Perception and Purchase Intentions

The influence of digital influencers (DIs) on consumer purchase intention has been widely examined in the luxury brands context. However, there remain a noticeable gap in literature concerning the impact of DIs on consumer willingness to purchase hyper-local brands. The current study aims to address this gap. We develop a conceptual model using source credibility theory and examine the influence of DIs credibility components (i.e., expertise, trustworthiness, and similarity) on consumers perception towards brand (i.e., advertising trust) and purchase intention. To test the model, we employed structural equation modelling (SEM) using a sample of 110 social media users in India. We found out DIs expertise, trustworthiness and similarity significantly affect purchase intention. However, only similarity is positively affecting advertising trust, which subsequently influence purchase intention. Implications, limitations and future research directions are also discussed.