Engaging social media influencers credibility on purchase behaviour through lens of brand engagement
Keywords:
social media influencer, source credibility, brand, purchase behavior, social mediaAbstract
This study aims to explore the impact of social media influencer credibility on brand engagement and its further effect on consumers’ purchase behavior in reference to food blogging. Data was collected from 180 Indian consumers who use social media and follows social media food influencers. Further data was analyzed by applying Factor Analyses using SPSS 20.0, Confirmatory Factor Analyses and Structural Equation Model (SEM) using AMOS 23.0. The findings of the study supported the proposed hypotheses, and highlighted that social media food influencers credibility have the positive effect on brand engagement and further on consumers’ purchase behavior. This study gives food influencers on social media and brand managers the importance as this research reveals the influencers influences brands to engage and purchase behavior of consumers.
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