Influencer Credibility and Gen Z’s Fashion Purchase Choices: A Dual-Theory Approach

Abstract

Due to the ubiquity of the ‘internet’ and ‘social media’, ‘influencer marketing’ is surging. The study examines the impact of influencers’ credibility on Gen Z’s purchase intention of fashion products. The study employs the ‘source credibility model’ and ‘social learning theory’ to understand the influence of ‘influencer credibility’ in shaping the buying intentions of Gen Z in the Kashmir division. The study population consists of students at higher education institutes who follow fashion influencer(s) on the social media platform(s). The quantitative and descriptive research uses Structural Equation Modelling for model and hypothesis testing.  Data were collected using a multi-stage sampling technique, with the final usable sample being 393. Data was analysed using SPSS 27.0 and AMOS 24.0. The findings show that the ‘attractiveness’ and ‘trustworthiness’ of the influencer positively impact the purchase intention, whereas the impact of ‘expertise’ is insignificant.