Abstract:

This paper analyzed the impact of influencer attributes on follower attitude and purchase intention. Specifically, it analyzes the mediating effect of follower attitude in the model's set of links. First, the impact of influencers' credibility and that of their published content on purchase intention was analyzed. Next, the mediating effect of followers' attitudes was analyzed.
A structural analysis reveals a positive relationship between influencer credibility and purchase intention. On the other hand, the credibility of the content published by influencers had a non-significant impact.
This research demonstrates the existence of follower attitude mediation in the influence of influencer attributes on their intention to purchase recommended brands or products.

Keywords: Influencer, credibility, published content, purchase intention