Power of Social Media Influencers on Consumer's Purchase Intention in Pakistan
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2025
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| _version_ | 1866901284194353152 |
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| author | Dr. Mohammad Ali Athar Azeem Qureshi Zia ul Haq Sana Farhad |
| author_facet | Dr. Mohammad Ali Athar Azeem Qureshi Zia ul Haq Sana Farhad |
| contents | <p>The advertising field is the first to explore social media influencers, especially for the purpose of generating buzz among younger demographics and increasing brands' visibility on these platforms. This study is designed to investigate the influence of social media influencers, primarily focusing on source credibility, source attractiveness, product match-up, and meaning transfer. Emotional attachment is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using the convenience sampling method and the dataset of 489 respondents was then analysed using SmartPLS 4. Source credibility and product matchup are found to be supported while source attractiveness and meaning transfer were not supported. Mediating effects of emotional attachment are also investigated. Implications, limitations, and suggestion for recommended research are further discussed.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15284088 |
| institution | Zenodo |
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| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Power of Social Media Influencers on Consumer's Purchase Intention in Pakistan Dr. Mohammad Ali Athar Azeem Qureshi Zia ul Haq Sana Farhad <p>The advertising field is the first to explore social media influencers, especially for the purpose of generating buzz among younger demographics and increasing brands' visibility on these platforms. This study is designed to investigate the influence of social media influencers, primarily focusing on source credibility, source attractiveness, product match-up, and meaning transfer. Emotional attachment is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using the convenience sampling method and the dataset of 489 respondents was then analysed using SmartPLS 4. Source credibility and product matchup are found to be supported while source attractiveness and meaning transfer were not supported. Mediating effects of emotional attachment are also investigated. Implications, limitations, and suggestion for recommended research are further discussed.</p> |
| title | Power of Social Media Influencers on Consumer's Purchase Intention in Pakistan |
| url | https://doi.org/10.5281/zenodo.15284088 |