The impact of Influencers’ credibility towards purchase intention
Open accessAbstract
This study aims to analyze influencers' credibility, including attractiveness, trustworthiness, and expertise and their impact on purchase intention on the Shopee marketplace during the Covid-19 pandemic.Furthermore, this study identifies influencers' credibility that impact customers' purchase intention under the moderating effect of attractiveness, trustworthiness, and expertise.This research was focused on the users of social media and Shopee applications.The samples used were 200 respondents.The analytical methodologies used were multiple linear regression analysis, validity and reliability tests.The research findings showed that influencers' attractiveness and expertise positively and significantly affected purchase intention in the products offered on the Shopee marketplace during the Covid-19 pandemic.Meanwhile, influencers' trustworthiness had a negative effect and was insignificant on purchase intention in the products offered on the Shopee marketplace during the Covid-19 pandemic.In the model formed, the attractiveness, trustworthiness, and expertise variables could affect the consumer intention variable by 49%, and the remaining 51% is still affected by other variables.
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The operationalization of influencer credibility using Ohanian's items has been widely adopted in previous influencer marketing studies.
“This operationalization has been widely adopted in previous influencer marketing studies (Lou and Yuan, 2019;Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Martiningsih and Setyawan, 2022
Influencer credibility is positively associated with purchase intention.
“Empirical studies consistently show that influencer credibility is positively associated with purchase intention (Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Martiningsih and Setyawan, 2022
The purchase intention scale has been extensively validated in consumer behavior and influencer marketing research.
“This scale has been extensively validated in consumer behavior and influencer marketing research (Martiningsih and Setyawan, 2022).”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Martiningsih and Setyawan, 2022
The finding aligns with prior Moroccan studies and broader international literature while extending them by demonstrating that the credibility-intention link is substantially mediated by relational constructs.
“It also aligns with prior Moroccan studies (Azzouzi and Naoui, 2025;Ghandour and Touhami, 2023) and with the broader international literature (Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020) while extending them by demonstrating that the credibility-intention link is substantially mediated by relational constructs.”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Martiningsih and Setyawan, 2022
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Cites
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043 · see citing works
Inside out and outside in: How the COVID-19 pandemic affects self-disclosure on social media
Nabity-Grover, T., Cheung, C. M. K., & Thatcher, J. B. (2020) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102188 · Cited by 309 · see citing works
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Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- Martiningsih, D. A., & Setyawan, A. A.
- Affiliations
- Muhammadiyah University of Surakarta (ID)
- Corresponding author
- Setyawan, Anton Agus
- ORCID
- Setyawan, Anton Agus
- Venue
- Advances in Economics, Business and Management Research
- Publisher
- Atlantis Press
- Published
- 2022
- Volume
- 655
- ISSN
- 2352-5428 (ISSN-L)
- OpenAlex
- W4285154802
- Cited by
- 37
- References
- 2
- Citations by year
- 2026: 9 · 2025: 11 · 2024: 12 · 2023: 4 · 2015: 1
- FWCI
- 18.97
- Type
- conference paper
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- cc-by-nc
- Locations
- Advances in economics, business and management research/Advances in Economics, Business and Management Research (publishedVersion, cc-by-nc)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Demography › SMEs Development and Digital Marketing
- Keywords
- influencer credibility, purchase intention, influencer attractiveness, influencer trustworthiness, influencer expertise, social media influencers, Shopee, e-commerce, COVID-19 pandemic, consumer behavior
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