The Impact Of Attitude Towards Influencer In Social Media Influencer On Consumers’ Purchase Intention: An Examination Across Gender

Abstract

As social media use is growing rapidly, there are some changes in the business industry.
Influencer marketing is seen as one of the effective marketing strategies to engage more consumers. The
purpose of the study is to identify the influence of social media influencers on purchase intention directly or
indirectly through attitude towards influencers and to find out whether consumers' gender influences the
purchase intention. Data collection was designed using the purposive sampling method on a dataset of 150
observations and then analyzed using Smart-PLS software. The result indicates that social media influencers
do not have direct effects on purchasing intention. However, it indicates that Social Media Influencers can
influence purchase intention indirectly through attitude towards influencers. It was also found out that
gender does not act as a moderating variable, which means men and women have no difference in
responding to the product information provided by influencers. This study strengthens the importance of
consumer responses to influencers in online marketing strategies.