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The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia

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Listed:
  • Hashed Mabkhot

    (Department of Management, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia)

  • Normalisa Md Isa

    (Department of Marketing, School of Business Management, University Utara Malaysia, Sintok 06010, Malaysia)

  • Ammar Mabkhot

    (Department of Marketing, School of Business Management, University Utara Malaysia, Sintok 06010, Malaysia)

Abstract

In recent years, influencers on social media platforms have received substantial attention during the COVID-19 pandemic. Influencers impact consumer purchase intentions, and credibility plays a mediating role in the link between these variables. A survey was conducted in the Eastern Region of Saudi Arabia with 312 respondents, and partial least squares (PLS-SEM) were used for data analysis. The findings indicate that a significant link was identified between SMIs and purchase intentions, and credibility was determined to play a mediating role between these variables. Furthermore, the findings contribute to understanding customer behavior. The paper discusses the implications and opportunities for the future research.

Suggested Citation

  • Hashed Mabkhot & Normalisa Md Isa & Ammar Mabkhot, 2022. "The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia," Sustainability, MDPI, vol. 14(19), pages 1-15, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12323-:d:927648
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    References listed on IDEAS

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    Cited by:

    1. Sultan Alaswad Alenazi & Tawfeeq Mohammed Alanazi, 2023. "The Mediating Role of Sustainable Dynamic Capabilities in the Effect of Social Customer Relationship Management on Sustainable Competitive Advantage: A Study on SMEs in Saudi Arabia," Sustainability, MDPI, vol. 15(3), pages 1-12, January.
    2. Bo-Chiuan Su & Li-Wei Wu & Ji-Ping Wu, 2022. "Exploring the Characteristics of YouTubers and Their Influence on Viewers’ Purchase Intention: A Viewers’ Pseudo-Social Interaction Perspective," Sustainability, MDPI, vol. 15(1), pages 1-30, December.

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