Power of social media influencers on brand awareness, value, and consumer purchases

Purpose This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of customer experience on the relationship between brand awareness, perceived value and purchase intentions. Design/methodology/approach The 319 respondents took part in the quantitative study that was analyzed through the PLS-SEM algorithm. The data was collected through convenience sampling through online survey. Findings The finding underscores the significant influence of SMIs’ endorsements on purchase intentions, brand awareness and perceived value. All direct relations are significant (p < 0.05). Moreover, brand awareness and perceived value mediate the relationship between SMIs’ endorsements and purchase intentions, where customer experience serves as a positive moderator. The SMI’s endorsement has a stronger influence on consumer purchase intentions, than any other attribute. Originality/value The novelty is preserved through empirical study in influencer marketing studies by explicitly defining the directions of relationships and quantifying the magnitude of their impact. The study provides marketers with a better understanding of the power of influencers in marketing and creates more effective campaigns to reach target audiences.