IMPACT OF INFLUENCER MARKETING ON CONSUMER PURCHASE INTENTION: EVIDENCE FROM DIGITAL MARKET OF PAKISTANInfluencer marketing, Consumer trust, Purchase intention, PLS-SEM, Digital market, Pakistan.

Abstract

This paper focuses on influencer marketing, namely influencer attractiveness, influencer trustworthiness and influencer expertise on consumer purchase intention with consumer trust as a mediating variable in the digital market of Pakistan. The research design used was quantitative, cross-sectional with data being gathered using 330 respondents through a structured questionnaire. Analysis was done using the Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings have shown that the three characteristics of influencers have a strong impact on consumer trust which subsequently is a strong predictor of purchase intention. The mediation analysis substantiates that consumer trust completely mediates all three influencer-to-purchase intention mediating factors. The research has valuable theoretical and managerial implications to the burgeoning body of literature on influencer marketing in the new digital economies