Perceived Influencer Credibility and Perceived Content Usefulness in Influencing Consumer Purchase Decisions: A Moderated Model Using SmartPLS

Social media influencers have emerged as key players in shaping consumer behaviour, particularly in the fashion industry, where visual appeal, credibility, and content quality drive purchasing decisions. This study examines how influencer credibility (attractiveness, expertise, and trustworthiness) and content usefulness influence consumer purchase decisions in Malaysia. A quantitative approach was adopted, wherein data were collected from 470 social media users through an online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was conducted using SmartPLS to analyse the relationships between variables, with age, gender, and income examined as moderating factors. The findings indicate that expertise and content usefulness strongly influence purchase decisions, while trustworthiness and attractiveness also play significant roles. Demographic factors showed partial moderating effects, suggesting that younger consumers prioritise attractiveness, while higher-income consumers value expertise and trustworthiness. This research contributes to digital marketing literature by emphasising the importance of value-driven influencer content in fostering consumer engagement. Strategic partnerships with credible influencers who provide valuable and engaging content for fashion brands can enhance brand perception, trust, and drive both purchase intent and actual sales.