THE IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION: THE MEDIATING ROLE OF TRUST, CONTENT, CONSUMER ENGAGEMENT, AND POPULARITY

Abstract

This report focuses on the effect of Influencer Marketing on Purchase Intention and how major mediators (Trust, Content Quality, Consumer Engagement, and Popularity) increase the relationship. Based on Smart PLS (structural equation modeling, SEM) and 300 social media users the results show Influencer Marketing significantly influences Purchase Intention directly. Additionally, the mediators of Trust and Content Quality are also among the most crucial ones to increase the influence of influencer marketing based on how valuable real and quality content is in driving sales. As well, there are also Consumer Engagement and Popularity, Engagement helping to strengthen consumer connections, and Popularity promoting the reach of advertisements. The model reflects a big chunk of the variance in Purchase Intention, so it can be useful for marketers. According to these results, brands should focus on influencers who can create trustworthy, viral content and earn trust with their followers in order to optimize influencer marketing campaigns. This study adds to the growing literature on digital marketing strategies and has real-world applications for companies looking to leverage social media influencers.

Keywords:Influencer Marketing, Trust, Content Quality, Consumer Engagement, Popularity, Purchase Intention, Digital Marketing, Social Media, Consumer Behavior