Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers?

Abstract

Introduction: The social media landscape has radically changed and has revolutionized consumer perspectives, purchasing habits, and behaviors. Amidst this emerging trend is the rise of influencer marketing and its impact on the purchase intentions of followers. The objective is to explore the characteristics of influencers that contribute to their credibility. This research aims to explore the role of consumers' attitude toward brands on their intention to adopt brands endorsed by influencers.

Methods: This cross-sectional research was undertaken among GenZ in the urban landscape of India. Data collected was analyzed using SmartPLS4 software.

Findings: Trust, expertise, and similarity were the significant antecedents of the formation of influencer credibility. Attractiveness did not have a significant influence on influencer credibility. A complementary partial mediation of Attitude towards a brand is observed in the association between influencer credibility and the purchase intention of followers. Attitude towards the video also had a significant positive influence on purchase intention.

Conclusion: The study found that Gen Z places little importance on an influencer's attractiveness, as it has no significant impact on credibility. However, attitude toward the brand strongly influenced purchase intention and partially mediated the relationship between influencer credibility and purchase intention.