Influencer Marketing and Purchase Intention: Exploring the Mediating Role of Credibility

With the advent of today’s digital age, the social media influencer marketing has become powerful tactic for brands aiming to enhance their market presence and consumer engagement. Social media influencers through their curated content on platforms like: Instagram, You-Tube and twitter etc., significantly shape consumer perceptions and behavior. Nowadays Influencers on social media serves to be a vital component in marketing of products and services to their audience. Hence the main motive of this descriptive study is to examine how different attributes of these influencers impact their credibility in turn shaping consumer purchase intentions.