Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying

ABSTRACT This study develops an underlying mechanism outlining the impact of digital influencers on consumer impulse-buying behavior in the context of social networking sites (SNSs). Based on signaling theory, this research examines the role of message credibility (informational value and vicarious expressions) and media credibility (perceived interactivity and transparency) in developing trust in digital influencers, resulting in impulse buying. Moreover, this study explores the moderating effect of social commerce (s-commerce) experience on the relationship between urge-to-buy (UTB) and impulse buying. This study collects data from SNS users. Findings reveal that message credibility and media credibility play a significant role in developing trust in digital influencers, thereby enhancing the urge to buy impulsively on SNSs. In addition, results show that s-commerce experience does not moderate the relationship between UTB and impulsive buying. Finally, this study provides critical insights to marketers and policymakers.