Influencer Credibility, Real-Time Interaction, eWOM, and Consumer Purchase Behavior in Local Fashion Industry in Makassar

This study investigates the influence of social media influencer credibility and real-time interaction on consumer purchasing behavior within the context of local fashion brands in Makassar, Indonesia. Furthermore, it examines the role of electronic word of mouth (eWOM) as a mediator between these variables. Employing Structural Equation Modeling (SEM), data were collected from 175 social media users who actively engage with local fashion influencers. The findings indicate that influencer credibility and real-time interaction positively affect eWOM, which subsequently has a significant impact on consumer purchasing behavior. These results highlight the critical role of influencer credibility in building consumer trust and the importance of real-time engagement in fostering deeper connections with audiences. Additionally, eWOM functions as a key mediator, enhancing the effects of both influencer credibility and real-time interaction on consumer decisions. The study offers valuable insights for local fashion brands aiming to optimize their marketing strategies through influencer partnerships and social media engagement. The implications of these findings extend beyond the local fashion industry in Makassar, suggesting potential applications across various sectors and geographical regions. Marketers and brand managers should prioritize collaborations with credible influencers capable of fostering authentic, real-time interactions with their audience. Moreover, businesses should develop strategies to encourage and leverage positive eWOM, recognizing its pivotal role in translating influencer efforts into tangible consumer actions.