ShodhPatra: International Journal of Science and Humanities

Influence that Converts: How Credibility and Arguments Turn Views into Purchases

This study investigates the psychological mechanisms through which social influences affect purchase intention among digital consumers. The research examines how influencer attributes along with argument quality shape consumer attitudes and drive purchase intention. The researchers have used a quantitative approach for data collection from 398 respondents and analysed through structural equation modelling (SEM). The findings show that all dimensions and argument quality have the strongest effect. Consumer Attitude positively effects purchase intention and partially mediates the relationship between influencer characteristics and purchase intention. The result highlights that the influencer marketing literature offers insights for marketers to design effective influencer strategies that encourage consumer attitudes and purchasing intention.