American International Journal of Research and Innovation

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Influencer Credibility and Purchase Intention among Young Consumers

Author(s) Gede Sri Darma
Country United States
Abstract The rapid expansion of social media platforms has transformed the manner in which consumers discover, evaluate, and purchase products. Among young consumers, digital influencers have emerged as important sources of brand-related information because of their perceived authenticity, expertise, and interpersonal connection with online audiences. This study examines the relationship between influencer credibility dimensions and purchase intention among young consumers by focusing on three major credibility components: trustworthiness, expertise, and attractiveness. The study adopts a quantitative analytical framework using a structured conceptual model to examine how influencer characteristics influence consumer decision-making processes in digital environments.
The research explores the role of influencer-generated content in shaping consumer perceptions, reducing purchase uncertainty, and strengthening brand engagement. A simulation-based dataset representing young consumer responses was developed to demonstrate the application of statistical analysis techniques, including descriptive analysis and relationship assessment among variables. The findings indicate that perceived trustworthiness and expertise demonstrate stronger associations with purchase intention compared with attractiveness alone. The study highlights that young consumers are more likely to consider influencer recommendations when the information appears genuine, knowledgeable, and aligned with their personal values.
The research contributes to digital marketing literature by providing insights into influencer-based communication strategies and consumer psychology in social media environments. The findings offer practical implications for marketers, brands, and content creators seeking to develop effective influencer partnerships that enhance consumer confidence and purchasing decisions.
Keywords Influencer Marketing, Credibility, Trustworthiness, Expertise, Social Media Marketing, Purchase Intention, Young Consumers, Consumer Behaviour.
Field Engineering
Published In Volume 2, Issue 3, May-June 2020
Published On 2020-05-05
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