Influencers as strategic communication sources: impact of their characteristics on consumer purchase intentions – a meta-analytic structural equation model

Purpose Social media influencers are persuasive communication sources as they can alter their followers' views and influence their purchase decisions. This research aims to address the uncertainty surrounding the impact of influencer’s communication. Design/methodology/approach By conducting a thorough meta-analysis of 68 studies with 177 effect sizes, we seek to provide a clearer understanding of how influencer attributes truly affect PI. Employing meta-analytic structural equation modeling (MASEM), we also investigate the development of para-social relationships, an area that requires further exploration. Findings Our results indicate that all the correlation coefficients are positive, and that the effect sizes are medium to high. Our findings also reveal that all tested relationships were statistically significant. Research limitations/implications The findings contribute theoretical insights into influencer marketing dynamics and offer valuable managerial implications, guiding brands in selecting the right influencers and devising effective marketing strategies to enhance purchase intention. Our meticulous approach bridges literature gaps and delivers evidence-based insights for practitioners. Originality/value This study addresses the need to understand the complex dynamics of influencer marketing and resolve the conflicts in the literature using meta-analysis and MASEM.