The Role of Social Media Influencers In Digital Marketing And Its Impression On Consumer Procure Intentions

Abstract

So as to attract younger audiences and increase brand exposure through increased “social media” involvement, advertising businesses give “social media influencers” a high priority. This study will analyse four aspects: source legitimacy, source appeal, product congruence, and message conveyance, to determine the usefulness of “social media” influencers. According to one theory, the attitude of consumers acts as a mediator among two different kinds of connections: one of these interactions is centred on external factors, while the other is centred on internal components. The PLS-SEM approach was utilised to conduct an analysis at dataset that had two hundred respondents after the creation of the data collection strategy employing a purposive sampling method. If we consider the credibility of the sources, we discover that none of our ideas are supported by any evidence. A further recognition is made of the mediating impressions of consumer mindset. They talk about the difficulties, the implications, and the suggestions for more research.