INFLUENCER MARKETING IMPACT ON CONSUMER PURCHASE INTENTION IN PAKISTAN'S DIGITAL MARKET

Abstract

This paper focuses on influencer marketing, namely influencer attractiveness, influencer trustworthiness and influencer expertise on consumer purchase intention with consumer trust as a mediating variable in the digital market of Pakistan. The research design used was quantitative, cross-sectional with data being gathered using 330 respondents through a structured questionnaire. Analysis was done using the Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings have shown that the three characteristics of influencers have a strong impact on consumer trust which subsequently is a strong predictor of purchase intention. The mediation analysis substantiates that consumer trust completely mediates all three influencer-to-purchase intention mediating factors. The research has valuable theoretical and managerial implications to the burgeoning body of literature on influencer marketing in the new digital economies.