Effect of Social Media Influencer Marketing on Consumer Purchase Intention in Pakistan: The Mediating Role of Credibility and the Moderating Role of Trust

Abstract

This study aims to build a comprehensive understanding of the multi-dimensional dynamics that define influencer marketing within the unique socio-cultural context of Pakistan. At its core, the research examines how social media influencers influence the purchasing intentions of Pakistani consumers, with a focus on the nuanced and evolving nature of influencer-consumer interactions. Recognizing that intention formation is not a linear process, this study delves into the complex web of psychological, emotional, and social triggers activated by influencers through elements such as credibility, authenticity, trustworthiness, and commitment. Motivated by the growing relevance of influencer marketing in Pakistan’s digital economy, this research moves beyond theoretical inquiry to offer actionable insights for businesses. It examines how influencers strategically cultivate trust and authenticity to guide consumer behavior and decision-making processes. By analyzing these patterns, the study highlights both opportunities and challenges in executing culturally aligned influencer campaigns within Pakistan’s socio-economic framework. The findings contribute not only to academic discourse but also offer practical implications for brands seeking to leverage influencer marketing in a locally relevant and impactful manner.