Influence of Source Credibility Dimensions of Social Media Influencers on Purchase Intention.

Our research reveals how social media influencers truly drive sales for fashion products. It's not just about looks: while expertise and trustworthiness are key to forging a strong parasocial relationship (the crucial mediator), the study pinpoints attitude homophily and information value as having the most significant direct influence on purchase intention. Master influencer strategy by focusing on valuable content and shared perspective, not just conventional credibility.For full article Click Here.