Social Media Influencers’ Credibility and Purchase Intention: The Moderating Role of Green Consumption Values

Abstract

Social media influencer marketing has emerged as a new marketing tool. Generation Z consumers are especially influenced by social media influencers when purchasing cosmetic products. The purpose of this research is to examine the effect of the credibility of social media influencers on consumers’ brand consideration and purchase intention, while at the same time authors test the moderating effect of green consumption values on the aforementioned relationships. An online questionnaire survey was conducted, targeting Gen-Z consumers who follow beauty influencers on social media. According to the results from 201 participants, social media influencers’ credibility positively effects brand consideration and purchase intention. These effects are both found to be moderated by users’ green consumption values.