How Does Social Media Influencer Credibility Blow the Promotional Horn? A Dual Mediation Model

The ability of social media influencers (SMIs) to shape their followers’ intentions to purchase the recommended brands (IPB) by creating content on social media platforms is critical. This has received little attention in influencer marketing literature. Drawing on source credibility theory, this study investigates the dual mediation of emotional attachment (EA) and influence of presumed influence (IPI) in the relationship between SMIs’ credibility and followers’ IPB in the Pakistani fashion context. A self-administered questionnaire was used to collect data from 346 social media users. PLS-SEM results revealed that SMIs’ credibility does have a negative influence on IPB. However, SMIs’ credibility is positively related to both EA and IPI. Furthermore, EA and IPI fully mediated the relationship between SMIs’ credibility and IPB. This research deepened knowledge about the phenomenon of followers’ emotional bonding with SMIs. This paper also offers valuable theoretical and practical implications for academics and practitioners in the fashion industry.