Instagram influencer marketing and consumer purchase intention The mediating role of brand credibility

Abstract

Purpose: This study examined the mediating effect of branding credibility on the relationship between Instagram's influence on marketing and consumer purchase intention. Research Design/Methodology: The study employed a quantitative approach using a cross-sectional survey and a questionnaire as the data collection instrument. The sampling technique used for the study was purposive sampling. The sampling frame was the Instagram database. Data was collected from 350 respondents. Findings: The study's findings reveal that Instagram influencer marketing has a significant positive relationship with consumer purchase intention; Instagram influencer marketing also positively affects brand credibility. Finally, brand credibility partially mediates the relationship between Instagram influencer marketing and consumer purchase intention. Research Limitations: The study was limited to Instagram Influencer Marketing as against other social media platforms Practical Implication: Instagram marketing influencers should be considered agents acceptable for brand recommendations, attracting customers for long-term economic rewards. Originality: This study posed originality by considering the mediating role of brand credibility.