The power of social media influencers: unveiling the impact on consumers’ impulse buying behaviour

This study investigates the role of communication factors in influencer marketing communication in influencing trust in influencer’s branded posts, subsequently impacting the urge to buy impulsively (UBI). In addition, the study examines persuasion knowledge as a moderator and product affection as a mediator in the relationship between trust and UBI. Integrating signaling theory and the SOR framework, the model was tested via SEM using data from 481 followers of influencers. Results indicate that credibility-related communication factors are essential for developing trust in influencers’ posts, which ultimately induces UBI. Product affection mediates the relationship between trust and UBI, and people with low levels of persuasion knowledge have greater chances of developing UBI. The study provides insights for marketers and advertisers on the importance of credibility in influencer marketing communication and addresses gaps concerning antecedents of trust formation and their influence on UBI.