Social Media Influencer Perceived Source Credibility Scale Validation and Consumer Attitudes Toward the Brand: An Exploratory Study in Urban India
This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural equation modeling (PLS-SEM) suggests that SMI perceived source credibility is positively related to followers’ brand attitudes in India. These findings complement Hofstede Insights on cultural theory and suggest that culture plays an important role in determining the mechanics of influencer marketing.
Stoddard, J. E., Nafees, L., and Cook, C. M. (2023). Social media influencer perceived source credibility scale validation and consumer attitudes toward the brand: An exploratory study in urban India. Association of Marketing Theory and Practice Proceedings 2023. 4. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/4