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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 2 (III) | April - June, 2026 ]

Influencer Marketing and Consumer Purchase Intention: The Mediating Role of Credibility

Amrutha Anilkumar & Dr. Rema Devi V N

“This study examines how social media influencers shape consumers’ perceptions of beauty essential brands through photos, videos, and updates on social media platforms. Based on the source credibility and source attractiveness models, the study investigates the influence of trustworthiness, expertise, and likability on influencer credibility and consumer purchase intention in Kerala. Data were collected from 250 respondents using an online questionnaire through Google Forms with purposive sampling. Structural equation modelling using Smart PLS-SEM 4.0 was applied for analysis. The results suggest that credibility through trustworthiness, expertise, and likability are not only important in influencer credibility, but also influence purchase intention indirectly, but also directly affect the purchase intention.

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