FROM LIKES TO LEASES: THE EFFECT OF SOCIAL MEDIA INFLUENCER CREDUBIKITY ON ELECTRIC VEHICLE PURCHASE INTENTION
Kalit so‘zlar:
influencer marketing, purchase intention, expertise, trustworthiness, attractiveness, authenticity, digital consumer behavior.Annotatsiya
Influencer marketing has evolved into one of the most visible tools in contemporary digital communication, especially on platforms such as Instagram, TikTok, and YouTube. Despite its rapid growth, brands still face a practical challenge: identifying which influencer characteristics most strongly encourage consumers to move from attention to actual purchase intention. This article examines the impact of four key influencer characteristics - expertise, trustworthiness, attractiveness, and authenticity - on consumer purchase intention. The paper is developed using a quantitative research logic and is organized according to the requested academic structure, including an introduction, literature review, research methods, results and discussion, and conclusion. For demonstration purposes, the results section presents an illustrative survey dataset of 320 social media users who actively follow influencers and have previously encountered endorsed products online. The analysis shows that all four characteristics positively influence purchase intention, with trustworthiness and authenticity emerging as the strongest predictors. The findings suggest that consumers do not respond only to visual appeal; they also evaluate whether an influencer appears competent, honest, and consistent with their online identity. The article contributes to the growing discussion on influencer effectiveness by offering a clear research model, testable hypotheses, interpretable tables, and practical implications for brands, managers, and future researchers.
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