The new game of online marketing: How social media influencers drive online repurchase intention through brand trust and customer brand engagement

Purpose: This study examines the impact of social media influencers (SMIs) on online repurchase intentions through brand trust and customer engagement in the cosmetics sector.Design/methodology/approach: The study framework and hypotheses in this paper were tested using a questionnaire survey approach, with the consumer as the unit of analysis. The study’s main target was individuals who purchase cosmetics products through social media platforms. Questionnaire items were created using a measurement scale employed in an earlier study. A Likert scale of seven points, ranging from 1 to 7, was used to grade the questionnaire items. Responses ranged from strong disagreement to strong agreement.Findings: In general, this study revealed that social media influencers have a significant positive direct impact on brand trust, customer brand engagement, and online repurchase intentions. Moreover, social media influencers were the most vital determinant of online repurchase intention, followed by brand trust and customer brand engagement. Moreover, customer brand engagement had a significant positive impact on brand trust. Additionally, brand trust and customer brand engagement impacted significantly and positively on online repurchase intention. The mediation analysis results found that customer brand engagement did not mediate the positive impact of social media influencers on online repurchase intention. Furthermore, it was found that brand trust mediated the positive impact of social media influencers on online repurchase intentions. This study is among the first to offer empirical evidence to demonstrate that social media influencers act as a route to online repurchase intention through brand trust and customer brand engagement.Research limitations/implications: This study has several limitations. The first one is that it was only conducted in one country. Using samples from a single country (Jordan) may produce culture-specific findings that are difficult to generalise across other settings. The second limitation of this study is related to the target population. In this study, researchers surveyed individuals who purchased cosmetics products through social media platforms.Practical implications: As the use of social media rises, social media influencers have an ever-greater impact on customers' online purchase and repurchase intentions, as customers deem influencers to be ideal role models they aim to imitate.Originality/value: The study is highly valuable for marketing strategies, as social media influencers have a powerful impact on effective marketing strategies.