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). The study also examines the role of persuasion knowledge as a moderator and product affection as a mediator in the relationship between trust and UBI. Using signaling theory and the Stimulus-Organism-Response (SOR) framework, the study finds that communication factors' credibility significantly impacts trust, which in turn influences UBI. Product affection mediates this relationship, and lower persuasion knowledge increases the likelihood of UBI.
