The Persuasive Power of Social Media Influencers in Brand Credibility and Purchase Intention

The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative value of influencers' content, authenticity, and homophily positively affect their parasocial relationships, which in turn, affects followers' purchase intention and evaluation of brand credibility. Followers' persuasion knowledge negatively moderates the relationship between parasocial relationships and followers' perceived brand credibility; it has no moderating effect on the relationship between parasocial relationships and followers' purchase intention.

Xiao Liu, Xiaoyong Zheng