Effect of Social Media Influencer’s Creditability on Brand Awareness, Brand Image and Consumer’s Purchase Intention with Reference to Electronic Gadgets

Abstract

The content refers to a study titled "Effect of Social Media Influencers's Credibility on Brand Awareness, Brand Image and Consumer's Purchase Intention with Reference to Electronic Gadgets," authored by Ms. Jyakshi Sharma, Prof. Bhawna Agarwal, and Dr. N. Malati. The study investigates the effectiveness of social media influencers' credibility dimensions (Expertise, Trustworthiness, and Attractiveness) on brand awareness, brand image, and consumer purchase intention, focusing on platforms like Instagram, YouTube, and Facebook. It uses a standardized online questionnaire and analyzes data to fill the gap by exploring whether these dimensions are relevant for online influencer campaigns. The findings suggest that expertise and trustworthiness have significant direct effects on brand awareness and indirect effects on purchase intention, while attractiveness has a minimal impact. The study highlights the importance of influencers on Instagram, YouTube, and Facebook, offering insights into marketing practices. Key words include Social media Influencer, Brand awareness, Brand Image, Purchase intention, and Source Credibility.