SOURCE CREDIBILITY THEORY APPLIED TO INFLUENCER MARKETING

Abstract

Social media represent a strategic resource for companies to promote and build relationships with consumers by using digital influencers, that have a base of followers interested in their content with a certain area of expertise. The purpose of the study is to analyze Instagram influencers’ credibility to determine the impact of social media users’ perceptions regarding influencers’ credibility on their purchase intention. A survey on a purposive sample of 76 Instagram users in North Macedonia that follow influencers was conducted. The results from regression analysis revealed that the trustworthiness and attractiveness of influencers positively affect customers’ purchase intention. Finally, recommendations are given to marketing managers regarding the effective use of influencer marketing for the purpose of increasing customers’ purchase intention.