I would purchase what I co-create! How fashion influencer credibility sways consumer purchase intention

This study explores the effect of fashion influencer credibility on consumers’ decisions to co-create and purchase endorsed fashion brands. The study applied a survey design to collect data from consumers of fashion brands who actively interact with Instagram fashion influencers in Tanzania. With a sample size of 243, a partial least squares structural equation modelling was employed to test the hypotheses. The study reports that perceived influencer attributes (expertise, attractiveness, and homophily) positively affect brand co-creation, and brand co-creation subsequently affects consumer purchase intention. Further, unlike perceived influencer attractiveness and homophily, the perceived influencer expertise does not directly affect consumer purchase intention. The study emphasizes that credible fashion influencers are potential stakeholders in fostering brand co-creation and consumer purchasing decisions.