Influencer Credibility and Purchase Intention: The Mediating Role of Brand Reputation Among Pakistani Social Media Users

Abstract

Influencer marketing is growing rapidly in emerging markets, yet it is unclear whether influencer credibility affects purchase intention only directly or also by shaping how consumers evaluate the endorsed brand. Drawing on the source credibility model and signalling theory, this study tests whether brand reputation mediates the effects of influencer expertise, trustworthiness, and attractiveness on purchase intention. Data were collected from 320 Pakistani social media users who follow at least one influencer and have made a purchase influenced by social media content, and were analysed with partial least squares structural equation modelling (SmartPLS 4; 5,000 bias-corrected and accelerated bootstrap resamples). The measurement model showed satisfactory reliability and convergent validity, and Harman’s test (41.2%) and full-collinearity VIFs (≤ 3.12) did not indicate serious common method bias. Expertise (β = .417), trustworthiness (β = .408), and attractiveness (β = .312) predicted brand reputation, which in turn predicted purchase intention (β = .395). All three attributes also had direct effects on purchase intention (β = .186–.245), and all three specific indirect effects through brand reputation were significant (β = .123–.165), indicating complementary partial mediation, with about 40% of each total effect transmitted through brand reputation. The model explained 62.6% of the variance in brand reputation and 66.1% in purchase intention. Brand reputation and purchase intention were closely related (HTMT = .868), which qualifies the discriminant-validity evidence. The findings extend the source credibility model to the brand level in a South Asian setting and suggest that influencer partnerships build both immediate purchase intent and a lasting brand asset.