FROM CREDIBILITY TO CONVERSION: THE MODERATING ROLE OF CONTENT QUALITY IN INFLUENCER MARKETING AND CONSUMER PURCHASE INTENTION

Abstract

The aim of this study is to explore the effect of perceived expertise and perceived credibility of Social Media Influencers on Consumer Purchase Intention with Content Quality as a moderating factor. Anchored on the Source Credibility Theory, the study addresses the fusion of influencer attributes and message articulation and its impact on consumer behavior in the context of the ever-growing social media marketing in Pakistan.  Fulfilling the aim of the study required cross-sectional quantitative data collection from 185 active social media users through a structured  with a 5-point Likert scale questionnaire. Results showed, through the use of SPSS and PROCESS macro (Model 1) Preacher and Hayes, that  Perceived Expertise and Perceived Credibility both impact Consumer Purchase Intention positively and significantly. In addition, Content Quality acts as a moderator that strengthens these relationships, suggesting that Content with perceived high-credibility and high-Content Quality which is engaging, relevant, and informative significantly boosts the persuasive power of Perceived Credibility and Perceived Expertise influencers.  This helps in supporting the online persuasive theory multidimensionality which can be useful for brands and influencers to improve sophisticated digital marketing in the practical field. This study adds to existing literature on influencer marketing in Pakistan by focusing on the interplay of influencer marketing content and the credibility attributes on consumer purchase intentions