Impact of Influencer Marketing on Consumer Buying Behavior: The Mediating Role of Brand Credibility

Abstract

This study examines the impact of influencer marketing on consumer buying behavior by investigating the mediating role of brand credibility in shaping consumers' purchase decisions. With the rapid growth of social media platforms, influencer marketing has become a strategic communication tool that enables brands to establish stronger connections with consumers by leveraging influencers' perceived expertise, trustworthiness, and authenticity. The study adopts a quantitative research approach using a cross-sectional survey design to empirically examine the proposed relationships among influencer marketing, brand credibility, and consumer buying behavior. Primary data were collected through a structured, self-administered questionnaire distributed both online and in person among active social media users who regularly follow influencers and have prior experience purchasing products or services promoted through social media platforms. A non-probability convenience sampling technique was employed due to the accessibility of the target population, and data were collected from 377 respondents residing in Lahore, Islamabad, and Karachi, Pakistan, representing major urban markets with high levels of social media engagement. The target population comprised consumers aged 18 years and above who actively use platforms such as Instagram, Facebook, TikTok, and YouTube and are exposed to influencer marketing content. The collected data were analyzed using appropriate statistical techniques, including mediation analysis, to assess both direct and indirect relationships among the study variables. The significance of this study lies in its contribution to the growing body of literature on digital marketing by providing empirical evidence regarding the role of brand credibility as a psychological mechanism through which influencer marketing influences consumer buying behavior. The findings are expected to offer valuable insights for marketers, brand managers, policymakers, and researchers in designing more effective influencer marketing strategies that enhance consumer trust and strengthen purchase intentions in the digital marketplace.