Paper Details

Name: Mamta Sambyal, Navpreet Kaur & Krishan Gopal
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 83-99
DOI: https://doi.org/10.5281/zenodo.17165085

ABSTRACT
Purpose: The purpose of this study is to empirically investigate the influence of social media
influencer characteristics on consumer purchase intention by employing a Structural
Equation Modeling (SEM) framework. By analyzing the multifaceted relationships between
specific influencer traits and consumer intentions, this research aims to provide a
comprehensive understanding of how influencer attributes shape consumers' decisions to
purchase products or services.
Design/methodology/approach: This study will adopt a quantitative research design. Data
will be collected through surveys distributed to a diverse sample of social media users. The
survey instrument will be designed to measure various social media influencer
characteristics, including authenticity, expertise, reliability, and trustworthiness. Participants
will also be queried about their recent purchase intentions influenced by social media content.
The collected data will be subjected to Structural Equation Modeling (SEM), a statistical
technique that allows for the assessment of complex relationships between latent variables.
SEM will help identify the direct and indirect effects of influencer characteristics on
purchase intention.
Findings: The results revealed that social media Characteristics have a significant Impact on
the Purchase Intention of users. Additionally, the sub-constructs have also shown a significant
impact on the Purchase Intention of the users like attractiveness, Expertise, Trustworthiness.
Practical implications: This study has two applications in real life. First, it will provide
businesses and marketers with useful information that will enable them to determine which
influencer traits are most effective at influencing consumer purchase intention. Utilizing this
information, businesses can create influencer marketing programs that are more successful
and generate a higher return on investment. Second, since consumers would have a greater
knowledge of the persuasive strategies used by social media influencers, they will be better
equipped to make purchases in a market where influencer content is abundant.
Originality/value: This study contributes to the field by offering a novel approach to
understanding the influence of social media influencers on consumer behavior. The
utilization of SEM to analyze the relationship between influencer characteristics and
purchase intention is a unique aspect of this research. The insights generated from this studyNational Research Journal of Sales & Marketing Management ISSN: 2349-512X
Volume No: 12, Issue No: 2, Year: 2025 (July-December) Peer Reviewed & Refereed Journal (IF: 6.95)
PP: 83-99 Journal Website www.nrjsmm.in
Published By: National Press Associates Page 84
© Copyright @ Authors
will advance the understanding of influencer marketing dynamics, providing a valuable
resource for academia, businesses, and consumers seeking to navigate the complex landscape
of digital marketing.
Keywords: Social Media Influencers, Influencer Characteristics, Consumer Purchase
Intention, Social Media Marketing, Authenticity & SEM