The Influence of Influencer Credibility and Message Type on Consumer Purchase Intention: The Mediating Role of Attitudes Toward Influencers
DOI:
https://doi.org/10.38035/dijefa.v7i1.6587Keywords:
Social Media Influencer, Influencer Marketing, Influencer Credibility, Message Type, Purchase IntentionAbstract
This study examines the influence of influencer credibility and message types on consumer purchase intention through attitude toward influencer. The purpose of this research is to understand how the credibility of influencers and the types of message delivered in social media promotions shape consumer attitudes and influence their intention to purchase promoted products. This study adopts a quantitative approach using Partial Least Square (PLS) analysis with SmartPLS version 4.0. Data were collected through a questionnaire from 200 respondents. The findings indicate that influencer credibility, which consists of attractiveness, trustworthiness, and expertise, has a positive and significant effect on purchase intention. In contrast, message types, including informative value and entertainment value, do not have a direct effect on purchase intention. However, both influencer credibility and message types significantly influence attitude toward influencer. Furthermore, attitude toward influencer has a positive and significant effect on purchase intention. These findings highlight the importance of influencer credibility in shaping consumer attitudes and encouraging purchase intention. They study provides insights for marketers to design more effective influencer marketing strategies by focusing on credible influencers and engaging message delivery.
References
Agrawal, A. (2016). Why Influencer Marketing Will Explode In 2017. Forbes. https://www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/#3bfaf85c20a9
Ajzen, I. (2011). The theory of planned behaviour: Reactions and reflections. In Psychology and Health (Vol. 26, Issue 9, pp. 1113–1127). Routledge. https://doi.org/10.1080/08870446.2011.613995
Bukhari, A., & Chouthoy, S. (2026). Influencer Marketing. International Encyclopedia of Business Management, 24–28. https://doi.org/10.1016/b978-0-443-13701-3.00166-3
Carfora, V., Morandi, M., & Catellani, P. (2022). Predicting and promoting the consumption of plant-based meat. British Food Journal, 124(12), 4800–4822. https://doi.org/10.1108/BFJ-07-2021-0829
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(July 2018), 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Castillo, D. J., & Fernández, R. S. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Chavare, P. V., Nayak, S., Birau, R., & Alapati, V. (2024). Does Brand Attitude Complement Influencer Credibility in Shaping Purchase Intention of Indian GenZ Consumers ? 1–19.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., & De Oliveira, M. J. (2021). Driving COBRAs: the power of social media marketing. Marketing Intelligence and Planning, 39(3), 361–376. https://doi.org/10.1108/MIP-11-2019-0583
Creely, T. E., Knisely, W. N., Ayotte, T., & Lewis, C. (2019). Technology and the self: A new deity. In Ethics, Medicine and Public Health (Vol. 10, pp. 111–119). Elsevier Masson. https://doi.org/10.1016/j.jemep.2019.100404
Dao, W. V.-T., Le, A. N. H., Cheng, J. M.-S., & Chen, D. C. (2014). Social media advertising value. International Journal of Advertising, 33(2), 271–294. https://doi.org/10.2501/ija-33-2-271-294
De Araujo, S. V., Dhaigude, A. S., Kamath, G. B., Pai, R. R., Nayak, S., & Ganesh, S. (2025). Influencer credibility and consumer behavior: the mediating role of self-brand congruity and moderating role of involvement. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2025.2541040
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Debora Indriani, I. A., Rahayu, M., & Hadiwidjojo, D. (2019). The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable. International Journal of Multicultural and Multireligious Understanding, 6(2), 627. https://doi.org/10.18415/ijmmu.v6i2.706
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2020). International Journal of Information Management Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, June, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21 Update PLS Regresi (7th ed.). Badan Penerbit Universitas Diponegoro. https://www.researchgate.net/publication/289671928_Aplikasi_Analisis_Multivariate_Dengan_Program_IBM_SPSS_21_Update_PLS_Regresi
Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187–204. https://doi.org/10.1080/20932685.2022.2039263
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). British Library. www.cengage.com/highered
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. https://doi.org/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Publishing. https://doi.org/10.1108/EBR-11-2018-0203
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Ki, C. W., Chow, T. C., & Li, C. (2023). Bridging the Trust Gap in Influencer Marketing: Ways to Sustain Consumers’ Trust and Assuage Their Distrust in the Social Media Influencer Landscape. International Journal of Human-Computer Interaction, 39(17), 3445–3460. https://doi.org/10.1080/10447318.2022.2097785
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11(1), 15-. https://doi.org/10.1057/s41599-023-02512-1
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Marmol, M., Martins, L. do C., Hatami, S., Juan, A. A., & Fernandez, V. (2020). Using biased-randomized algorithms for the multi-period product display problem with dynamic attractiveness. Algorithms, 13(2). https://doi.org/10.3390/a13020034
Menon, D. (2022). Purchase and continuation intentions of over -the -top (OTT) video streaming platform subscriptions: a uses and gratification theory perspective. Telematics and Informatics Reports, 5, 100006. https://doi.org/10.1016/J.TELER.2022.100006
Nguyen, H. H., Nguyen-Viet, B., Hoang, Y. T., Tin, N., Le, H., Thi, Y., Nguyen, H., & Le, T. H. (2022). Understanding online purchase intention: the mediating role of attitude towards advertising. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2095950
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934. https://doi.org/10.1016/j.jretconser.2019.101934
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898
Sekaran, U., & Bougie, R. (2016). Research Methods For Business: A Skill Building Approach. Wiley. https://books.google.co.id/books?id=Ko6bCgAAQBAJ
Shabani Shojaei, A., & Barbosa, B. (2026). The impact of influencers’ credibility and consumer involvement on attitudes and purchase intention: a comparison before and after the pandemic. EuroMed Journal of Business, 21(5), 18–47. https://doi.org/10.1108/emjb-02-2025-0068
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Trivedi, J. P. (2018). Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer - a fashion industry perspective. International Journal of Electronic Customer Relationship Management, 11(3), 256. https://doi.org/10.1504/ijecrm.2018.10014889
Varsamis. (2018, June 13). Are Social Media Influencers The Next-Generation Brand Ambassadors? Forbes. https://www.forbes.com/sites/theyec/2018/06/13/are-social-media-influencers-the-next-generation-brand-ambassadors/#2d8b9e82473d
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
Yodel, G. (2017). What Is Influencer Marketing_ _ HuffPost Impact. Huffington Post. https://www.huffpost.com/entry/what-is-influcner-marketing_b_10778128
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 David Arya Veri Pradana, Erlita Ridanasti
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
