Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

Sammanfattning: This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. More decisively, brand image influences the link between the trustworthiness of social media influencers and customers' purchase intentions. As a result, advertisers and marketers should prioritize hiring a social media spokesperson or influencer to successfully transmit their message (content) and a positive brand image to the consumers. Furthermore, consumers with strong brand self-congruence are more likely to purchase certain brands.