IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMERS PURCHASE INTENTIONS TO BUY PAKISTANI FOOD: INVESTIGATING THE MEDIATING ROLE OF CONSUMER ATTITUDE

Abstract

The study aims to find out how influencers affect consumers’ purchase intentions to purchase Pakistani food. This paper evaluates the relationship between expertise online, trust in online influencers, influencer credibility, influencer attractiveness, and the mediating function of consumer attitude toward consumer purchase intention. A closed-ended questionnaire having a Likert scale of 5 points is used. Data is collected from 250 respondents. These respondents are users of social media who follow at least one food influencer. The result from smart PLS 4 indicates that online experts, trust, credibility, and attractiveness impact consumer purchase intention. Customer attitude works as a mediator between independent and dependent variables. This study has benefits for business owners and marketers in online marketing. The study aids in better comprehension of the power of online influencers as well as the choice of marketing tactics for business development.