Abstract
This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes toward SMFIs do not impact purchase intention.
Creative Commons License
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DOI
10.20429/jamt.2025.120105
Publication Date
5-2025
First Page
76
Last Page
98
Recommended Citation
Karimkhan, F. and Chapa, S. (2025). Why do we buy what they recommend? Investigating the effects of fashion influencers' source factors on consumer attitudes and purchase intentions. Journal of Applied Marketing Theory, 12(1), 76-98. ISSN: 2151-3236.
Scales and deatiled convergent validity and reliability of measurements