Impact of Influencer Attributes on Consumer Purchase Intention: A PLS-SEM-based Approach

Purpose The expeditious ascent of social platforms has reshaped marketing approaches, with influencers becoming central to shaping consumer attitudes and behaviours. The paper aims to investigate how key influencer attributes—trust, authenticity, attractiveness, interactivity and hedonic values—affect consumer attitudes and purchase intentions in India’s digital marketplace, focusing on the Delhi NCR region. Design/Methodology/Approach A structured questionnaire was dispensed to 270 respondents, and the gathered information was analysed using SmartPLS 4.0. The study framework draws on Source Credibility Theory and the Hedonic-Motivation System Adoption Model to examine proposed connections. Findings The outcomes reveal that trust, interactivity and hedonic values influence consumer attitudes, subsequently driving purchase intentions. Conversely, authenticity and attractiveness did not significantly impact customer buying intentions. Conclusion The study suggests that marketers collaborate with trustworthy and interactive influencers who create engaging, hedonic content, strengthening consumer attitudes and enhancing purchase decisions.