The Impact of Influencer Credibility on Consumer Purchase Intention of Apparel Products

Introduction:The digital era has transformed how businesses engage with consumers.A key development in this shift is influencer marketing, which allows brands to reach audiences through individuals with significant online presence.Social media influencers are often trusted by their followers, making them effective partners for brand promotion.Objective: The current study explores the relationship between influencer credibility and consumer purchase intention of apparel products.The current research uses the Source Credibility Model to explore these relationships.Methodology: Data was collected through a randomised intercept survey conducted outside a shopping mall in the Srinagar district.A total of 60 responses were obtained and analysed using SPSS 27 through multiple linear regression to examine the impact of credibility traits on consumer purchase intention.Findings: All three traits (Attractiveness, Expertise and Trustworthiness) significantly and positively influence consumers' purchase intention of apparel products.Attractiveness has the strongest effect, followed by expertise and trustworthiness.The model explains approximately 56 % of the variance.The results suggest that perceived credibility plays an important role in shaping consumer purchase intentions.These insights can help marketers identify influencers who are visually appealing and seen as knowledgeable and sincere.