The Impact of Influencers’ Credibility on the Purchase Decision

The objective of the research was to establish significant relationships between the predictors of purchase decisions by influencers, such as attractiveness, reliability, expertise level, and value alignment. The methodology employed for the study was non-experimental research; a questionnaire was applied to a random sample of 198 students (n = 23; α = 0.940 ω = 0.940), utilising tests of validity and reliability and exploratory factorial analysis-structural equation modelling based on covariance (CB-SEM). The study evidenced that the alignment of values between the consumer and the brand is essential to influencing the purchase decision. When consumers are more aware of ethical and environmental aspects, brands that resonate with these values have a clear advantage in the market. Companies must recognise and align with this trend to ensure their success and relevance in the future. It is concluded that when an influencer reflects values aligned with those of their audience, their impact on the purchase intention is significantly greater. Brands must, therefore, collaborate with influencers who genuinely represent and resonate with their values to maximise their influence in the market.