This research article investigates how the credibility of the influencer affects the image of premium cosmetics brands, and it explores how brand attitude plays a role in this association.
Design/methodology/approach:
The study employed a quantitative approach, using surveys to gather insights from 525 customers who followed social media influencers endorsing premium cosmetics and have purchased them. A convenient sampling method was utilized. Structural equation modeling (SEM) facilitated the analysis, ensuring the validity and fitness of the proposed relationships through the analysis of moment structures (AMOS) software.
Findings:
Results indicated that dimensions of influencer credibility positively influence the brand image. Moreover, these attributes indirectly affect brand attitude in a positive and significant manner.
Originality of article:
These findings fill a gap in the existing literature by examining the impact of influencer credibility on both brand attitude and brand image simultaneously. The article concludes with recommendations for marketers and suggestions for future research endeavors.
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