KASBIT Business Journal, 16(3), 41-60

Iqbal, A, et al.

KASBIT BUSINESS JOURNAL

Journal homepage: www.kbj.kasbit.edu.pk

Investigating the Influence of Trust, Attractiveness, Perceived Expertise, and

Perceived Credibility on Attitude Toward the Influencer: The Mediating Role of
Attitude Toward the Influencer and Moderating Role and Perceived Risks
Asif Iqbali, Dr. Usman Aleemii, Dr. Syeda Quratuailaini & Muhammad Sufyani
i. College of Management Sciences (CoMS), Karachi Institute of Economics & Technology (KIET), Pakistan.
ii. Bahria Business School, Bahria University Karachi Campus, Pakistan.

ARTICLE INFO ABSTRACT

Keywords: In recent years, influencer marketing has become an important part of firms'
Perceived strategic communication. This is mostly due to the declining effectiveness of
Expertise, conventional media channels for communication. The purpose of this study is to
find out the impact of trust, attractiveness, perceived expertise, and perceived
Attractiveness,
credibility on the consumer's attitude toward influencers. Moreover, the study
Perceived examines the mediating role of attitude toward the influencer and the moderating
credibility, role of perceived risks. The study employed a quantitative research design and data
Attitude towards were collected from 250 social media users. PLS-SEM was used for data analysis
influencers, and hypothesis testing. The findings indicated that perceived credibility, perceived
Perceived Risks, expertise, and attractiveness positively and significantly impact attitudes toward
Fashion influencers which further significantly and positively mediates the relationship of
the three independent variables with purchase intention. The impact of trust on
influencers,
attitude towards influencer was found to be insignificant as well as the mediating
Purchase role of attitude towards influencer in the relationship between trust and purchase
intention intention. This study aims to provide insights to fashion marketers and advertisers
that may improve influencer relationships by understanding how trust,
attractiveness, knowledge, and credibility affect consumer perceptions. To create
and maintain strong influencer-consumer interactions, risk mitigation measures are
needed to moderate perceived dangers. This study illuminates the intricate
relationships between trust, attractiveness, perceived expertise, perceived
credibility, attitudes toward influencers, and perceived dangers to improve our
knowledge of influencer-consumer dynamics. These insights help create more
effective influencer marketing campaigns and strengthen influencer-audience
relationships in the changing digital marketing landscape

Corresponding Author: Dr. Syeda Quratuailain

Email: syedakazmi44@gmail.com
Received: 31st August 2023
Received in revised form: 28th September 2023
Accepted: 19th October 2023
The material presented by the authors does not necessarily represent the viewpoint of the editor(s) and the management of the Khadim
Ali Shah Bukhari Institute of Technology (KASBIT) as well as the authors’ institute © KBJ is published by the Khadim Ali Shah
Bukhari Institute of Technology (KASBIT) 84-B, S.M.C.H.S, off Sharah-e-Faisal, Karachi- 74400, Pakistan

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1. Introduction
Social media platforms have transformed marketing and consumer behavior in recent years
(Sundaram et al., 2020). Influencer marketing is a popular way for brands and advertisers to reach
their target audience in the digital age (Novitasari, 2022). Understanding consumers' purchase
intentions is crucial in this environment (Nolcheska, 2017). Due to its ability to give users unbounded
access to a wealth of information spanning the world, social networking has become an essential part
of their routine lifestyles (Agarwal et al., 2018). Since more people are using social media than ever
before, which has an impact on market trends and strategies, marketing agencies have come to view
social media networking as a crucial platform for connecting with and engaging customers (Sumague
& Briones, 2022). Companies all over the world are rapidly leveraging consumers' utilization of
social media applications like Facebook, Twitter, and Instagram because they know and are conscious
of how individuals are utilizing social media (Statista, 2017). Globally, advertising on social media
generated 68 billion US dollars in revenue in 2018; this figure is predicted to rise to 185 billion US
dollars by 2022 (Statista, 2017).

Individuals who have amassed a sizable social media following different social networking
sites are referred to as "social media influencers." Song, Xing, Duan & Mou, (2023). Several years
ago, Enterprises used to endorse their products using celebrities' notoriety and getting up in society,
but as social media platforms developed, influencers started to boost a greater reverence (Lou &
Yuan, 2019). Influencer endorsement in particular has grown to be a crucial tool for marketing
communications because it allows for quick engagement with a lot of prospective customers (Evans et
al., 2017). A survey was held in 2018 in which expert marketers from various countries reported that
94% of the people claimed marketing held using influencers as a profitable method of advertisements
and 79% had budgeted investments for that in the next year (Pereira Mundkur, 2023). TapInfluence
(2019) emphasizes in their most recent report that marketing held using influencers can generate
profits that are ten times better than that of conventional or traditional marketing channels.

With the introduction of influencers domestically and globally the medium through which
firms engage with their clients and customers has overall altered (Ao et al., 2023). More than 75% of
marketing firms and professionals now rely on social media influencers to showcase details of the
product according to recent studies, and more than 65% of brands and companies around the world
have thought of investing to increase their finances for marketing through influencers, with
expenditure predicted to hit $373M until 2027 most probably (Ki et al., 2020). Studies examining the
effect of influencer evaluation on consumer behavior are few, despite growing interest. Only recently
have researchers begun empirically examining the influencers' effects.

Even though Influencers and public figures all affect the choices of buyers while purchasing or
shopping, many researchers have demonstrated that celebrity endorsements are much less convincing
and effective than influencers (Dhruv Saini et al., 2021). Investigators are now putting the spotlight on
sorting out how marketing via social media alters enterprises' bottom lines profitability and service
performance because of its significance, with a focus on how Social media influencers deliver and
depict their interpretations of the advertised brand (Ki et al., 2020; Wiedmann and von Mettenheim,
2020). In general, earlier research showed how influencers convey their interpretations of the products
they endorse, leading to favorable perceptions in consumers' thoughts. This research makes the case
that people who follow influencers are prone to buying goods or services recommended by those
influencers who are viewed as expert, credible, attractive, or worthy of trust. Consumers perceive

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some risk when making a purchase decision because the results (or consequences) of such decisions
are frequently uncertain.

Influencer marketing is a popular way for firms to interact with consumers on social media
(Vrontis et al., 2021). The efficiency of influencer marketing methods is still being studied. Trust,
perceived expertise, beauty, and perceived credibility are crucial characteristics, but their
interrelationships and impacts on consumer purchase intentions, mediated by influencer attitudes, are
unknown. In this environment, perceived hazards' moderating role has received little attention. This
study examines these variables' complicated linkages and interactions to fill these knowledge gaps
(Seçilmiş et al., 2022).
Influencer marketing has altered brand-consumer relations. However, the factors that influence
customers' views of influencers are still poorly understood. The literature is lacking on how trust,
perceived knowledge, attractiveness, and credibility determine customers' attitudes toward influencers
and how perceived risk may affect this relationship (Kim & Kim, 2021). This study seeks to
illuminate influencer-consumer dynamics to bridge this gap.

Theoretical Background
The theory of planned behavior and multi-step flow theory underpin this study. The theory of
planned behavior has served as our theoretical model (Ajzen, 1991). We, therefore, recommend that
TPB is suitable for continuing studies because this principle focuses on the mindset conduct gap.
Additionally, this look examines how the TPB assemble interacts with measures of perceived risks
impact on attitudes and purchase purpose (PI). Whereas, The multi-step flow theory, developed by
sociologist Paul Lazarsfeld et al. (1944) and expanded by Elihu Katz and Lazarsfeld (1955), is a
communication theory. The hypothesis suggests that ideas spread from mass media to opinion leaders
and then to the public ¹. The multi-step flow theory involves more interaction between opinion
leaders, information sources, and audiences than the two-step model, which assumes information
flows from mass media to influencers who share it with their audience. The multi-step flow
hypothesis better explains social information exchange than the one-step or two-step theories.
Opinion leaders influence the individuals they are most like—based on personality, interests,
demography, or socioeconomic considerations. Opinion leaders can impact behavior more quickly
than traditional media due to their greater audience identification and relatability.

Hypothesis Development

Perceived credibility of Influencer & attitude towards the influencer

In the newly developed study on influencers (Hudders et al., 2021; Martnez-Lopez' et al.,
2020), the source's authority and the marketing message are notable constructs. Considering that
credibility is the foundation of hints, influencers must be seen as reliable to sway their admirers (Kim
et al., 2018). Although magnificence may result in immediate response, Lagner and Eisend (2011)
indicate that a celebrity's legitimacy may affect a customer's perception of a business and a credible
influencer is more likely to have an impact on the opinions or purchasing decisions of their followers.
According to Chetioui et al. (2020), perceptions of credibility are the most important component,
followed by expertise and trust. Therefore:
H1. Perceived credibility has a positive impact on consumers’ attitudes toward the influencer.

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Trust & attitude toward the influencer

Trust and attitude toward influencers have been researched in influencer marketing. Consumer
trust is in the influencer's credibility, reliability, and honesty (Scheer et al., 1992; Kim et al., 2023).
Consumer attitude toward the influencer is their overall assessment. Studies show that trust strongly
affects influencer attitudes and brand attitudes. Perceived influencer trustworthiness is thought to
drive subsequent behavior (Chetioui et al., 2020). Advertising and influencer marketing are more
effective when the source is credible and trustworthy. Finally, the literature demonstrates that trust is
crucial in influencer-consumer relationships (Pittman et al., 2021). Trust positively affects influencer
and brand attitudes. The influencer's perceived trustworthiness is thought to drive behavior. These
studies can help marketers and influencers create effective influencer marketing tactics that boost
influencer trustworthiness and customer sentiments. A Fashion Influencer (FI) with a high level of
credibility is more likely to influence their followers' views, choices, and purchase intentions.
H2. Trust has a positive impact on consumers’ attitudes toward the influencer.

Perceived expertise & attitude toward the influencer

Perceived expertise refers to the endorser's competence, knowledge, and skills, while attitude
toward the influencer is the consumer's overall evaluation of the influencer. Studies have found that
perceived expertise positively affects attitudes toward the influencer and brand attitudes (Chetioui et
al., 2020). The literature concludes that perceived knowledge can boost advertising and influencer
marketing by boosting source credibility and trustworthiness (Blanche et al., 2021). Perspective on the
influencer and brand attitudes are positively correlated with perceived expertise. These studies can
help marketers and influencers create effective influencer marketing strategies that boost influencer
knowledge and customer trust. Along with perceived competence, the literature reveals that
trustworthiness is a significant aspect of influencer marketing efficacy. A more favorable
recommendation from experts has been found to exert a considerable influence on individuals'
attitudes toward influencers and their subsequent intentions to make a purchase (Schouten, 2019).
H3. Perceived influencer expertise has a positive impact on the consumers’ attitude toward the
influencer.

Attractiveness & attitude toward the influencer

The intention to buy is significantly influenced by attractiveness (Rev, 2021). Additionally,
investigations have demonstrated that Instagram personalities who have large numbers of followers
we seen to be more approached in part because of their popularity and being well-known (Veirman et
al., 2017). However, the authors were unable to definitively state that a high follower count poses an
affirmative impact on how well a brand is received. According to Lim et al. (2017), the source
attractiveness of influencers positively influences consumer attitudes. Additionally, attractiveness
influences purchase intention and online engagement and is a strong predictor of attitudes toward
influencers, and purchase intentions. (Manag, 2020). In accordance with to investigation on digital
influencers, one of the important traits that influences factors like logo picture, logo delight, emblem
consideration, and buy intention is beauty (Wiedmann, 2020). Additionally, three fundamental
components of attractiveness need specific definitions: i. Popularity: How well a person or item is
recognized and accepted. It relies on an influencer's popularity, engagement, and expertise. Our
hypothesis suggests that influencers' capacity to establish big, loyal followings affects audience
attitudes. Attractiveness: Several traits make a person attractive. These include look, demeanor,
charisma, and appeal. Attractiveness may relate to an influencer's ability to connect with their
audience beyond appearance. It strongly affects audience opinion. Beauty is more specific and
focuses on appearance and visual attractiveness (AlFarraj et al., 2021). Including look, grooming, and
presentation. An influencer's beauty may affect audience impressions and attitudes, in our opinion.
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H4. Attractiveness positively affects consumers’ attitudes toward the influencer.

Attitude toward the influencer as a mediator

Purchasers' degree of trust in the goods and the content related is called perceived credibility
(Li, 2018). In line with the supply Credibility principle, aspects of source credibility encompass
trustworthiness, understanding, similarity, and attractiveness (Hovland, 1951). According to an
investigation by Munnukka et al., social media influencers' perceived credibility is stimulated through
their splendor, trustworthiness, expertise, and similarity. The manner in wherein purchasers perceive
them will become a crucial difficulty and a good way to influence their purchase selection manner. In
times of ambiguity, Customers frequently look for information from comparable or other clientele
when conducting research (Ibáez, 2021). According to scientific evidence, sentiments toward
influencers, attitudes toward manufacturers, and purchase intentions are all positively impacted by
perceived credibility, sometimes known as the authority of experts (Reinikainen, 2020).
H5: Attitude toward influencers mediates the association between perceived credibility and purchase
intention.

Attitude toward influencers as a mediator

The first rate of attaining and maintaining a sincere, plausible, quantifiable, and provable
kingdom is called trustworthiness. Consequently, the attribute that ensures a person's reputation,
reliability, and integrity is their level of trustworthiness. Berhanu (2020) states that "questions on the
veracity of social media are often distorted and untrue responses produced by intentional
manipulation of online critiques." One key element in determining Customers' assessments of a
specific influencer's levels of sincerity, honesty, and truthfulness is another important factor in
determining whether or not they will make a purchase (Bawack, 2021). Research data shows that
trustworthiness significantly predicts the intention to purchase (Bawack, 2021).

In line with Abdullah et al. (2020), the elements that have an effect on Instagram users' goal to
buy apparel are trustworthiness, likeability, and familiarity. Additionally, trustworthiness affects
purchase motive circuitously when it miles mediated by means of the caliber of the content produced
through virtual influencers (Gomes, 2022). The trustworthiness factor has been diagnosed that affects
purchase aims favorably inside the particular context of celebrities (Abdullah et al., 2020).
Furthermore, Wiedmann (2020) discovered maximum crucial component influencing purchase
intention is the trustworthiness of influencers. Consequently:
H6: Attitude toward influencers mediates the association between trust and purchase intention.

Attitude toward influencer mediator

The need to achieve and retain an honest, achievable, quantifiable, and provable kingdom is
called trustworthiness. Berhanu (2020) states that "questions about the veracity of social media are
often distorted and unfaithful responses produced through intentional manipulation of online
evaluations." One key element in determining customers' perceptions of truthfulness is the
trustworthiness of a selected influencer, which additionally performs a considerable feature in
influencing their desire to make a purchase (Bawack, 2021). It is a vast predictor of buy reason,
consistent with empirical information (Bawack, 2021).

In step with Abdullah et al., (2020) the factors that have an impact on Instagram customers'
goal to shop for apparel are trustworthiness, likeability, and familiarity. moreover, trustworthiness
affects purchase purpose not directly while it's miles mediated by way of the quality of the content
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material produced through digital influencers (Gomes, 2022). Within the particular context of
celebrities, the element of trustworthiness has been found as one of the factors that favorably impact
purchasing intention (Abdullah et al., 2020).
H7: Attitude toward influencers mediates the association between perceived expertise and purchase
intention.

Attitude toward influencers as a mediator

The role of attitudes towards influencers, when utilized as a mediator in research and analysis,
plays a crucial role in understanding the complex mechanisms that drive consumer behavior within
the context of influencer marketing. Serving as an intermediary construct, it assumes a crucial
function in elucidating the relationships among external variables, such as perceived credibility,
perceived competence, trust, or qualities, and consumer attitudes (Magano et al., 2022). The
mediating role plays a crucial role in providing valuable insights into the underlying reasons and
mechanisms via which these elements impact individuals' perceptions and decision-making processes.
In addition to providing clarity on the psychological processes involved, comprehending the
mediating function of attitude toward influencers holds concrete consequences for marketing tactics
(Koay, 2021). This framework guides optimizing influencer marketing campaigns by highlighting the
importance of factors that influence consumers' attitudes towards the influencers they follow.
Ultimately, this framework aims to improve the effectiveness of influencer-driven initiatives in the
changing landscape of consumer preferences and digital engagement (AlFarraj, 2021).
H8: Attitude toward influencers mediates the association between attractiveness and purchase
intention.

Attitude toward the influencer & purchase intention

According to more research, a person's attitude toward an influencer can directly predict their
intention to make a purchase (Bergkvist et al., 2016). The theory of planned behavior views whether
the customers will intend to buy the product as a consequence of attitude along the same lines. The
variables in the Theory of Planned Behaviour must be crucial elements that influence the decision-
making process, conceptually separate from the original, and possibly useful for analyzing a particular
behavior (Meng & Choi, 2016). The expanded model has been extensively applied and includes
concepts that are important in many situations, such as influencer marketing (Chetioui et al., 2020;
Chopra et al., 2020). Using influencers who are famous increases attitudes toward the influencer and,
as a consequence, the intention to purchase the product. TPB believes a person's behavior attitude
influences their behavior intention. Positive brand attitude increases purchase intention and brand
loyalty (Huang et al., 2011). The theory of planned behavior views whether the customers will intend
to buy the product as a consequence of attitude along the same lines.
H9: Consumers’ attitude toward the influencer has a positive impact on consumers’ purchase
intention.

Perceived risk as a moderator

Perceived Risk is an important element in determining a consumer's perception (Ariffin et al.,
2018). Additionally, it has been noted in the existing literature that Perceived Risk negatively affects
attitude and Purchase Intention (Ho et al 2017). The argument that Perceived Risk has no effect on the
distinction between attitude and intention was also made. The current study, however, makes the
assumption that Perceived Risks' unfavorable nature will cause it to widen even more. In every
instance, the public is typically aware to some extent of the financial support that the influencer
acquires while offering recommendations (Martnez-Lopez et al., 2020; Stubb et al., 2019), which
could raise concerns about the objectivity and credibility of the message and cause skepticism
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(Boerman et al., 2017). Additionally, Deshbhag and Mohan (2020) recently showed how attitudes and
intentions to buy consumer products were impacted by perceptions of risk.
H10: Perceived risk moderates the relationship between attitude towards the influencer and purchase
intention.

Fig 1: The Conceptual Framework

Trust
Perceived Risk

Perceived
Expertise
Attitude Purchase
towards intention
influencers
Attractiveness

Perceived
credibility

Methodology
Data were collected from Millennials and Generation Z. Millennials, born 1981-1996, have a
maximum age of 40, whereas Generation Z, born 1997-2012, has a maximum age of 24 (Beresford &
Sellas, 2021). The selection of individuals from these two generations was based on their increased
social media activity and preference for mobility, technology, and software diversity (Ardill, 2021;
Pate and Adams, 2013).). Additionally, both groups follow social media influencers on various social
media platforms. Additionally, brand managers are addressing Millennials and Generation Z on social
media. This research will aid technology-focused brand managers in selecting suitable social media
influencers for brand endorsements.
Respondent’s Profile
To determine if those who took part in a given study are an adequate representation of the
target population for generalization reasons, demographic details about the respondents in the study
are required (Lee, 2010). The table below shows an aggregate of 267 respondents who satisfactorily
finished the survey over the course of four months (February through May 2023). Fashion customers,
particularly generations Y and Z, maybe more influenced by influencers as they view them as
assistants and friends. Hence about 250 legitimate responses were collected while 17 responses were
disqualified due to a lack of understanding of FIs, age limits, or missing information. The validity,
reliability, and suitability to be tested speculation were evaluated for acceptable replies.

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Table 1. Respondent’s profile

Demographics Type Frequency %

Male 33 13.2
Gender Female 217 86.8
Total 250 100%
18-25 81 32.4%
Age group 26-30 84 33.6%
31-40 85 34%
Total 250 100%
High school 30 12%
Undergraduate 110 44%
Education Masters 28 11.2%
Doctorate 15 6%
other 67 26.8%
Total Total 250 100%

Results & Discussion

The first research used Smart PLS to analyze data. This section includes the research's two
parts. The measurement model examines factor loading, construct validity, and efficacy, whereas the
structural model discusses direction research and assumption trials (see "Figure 3. Structural model").
Since mean, median, mode, and range provide essential data information, descriptive statistics are
employed to study them. Figure 2 shows the measurement model while Table 2 shows the AVE, CR,
and Cronbach's alpha values.

Table 2 Factor loading, reliability, and average variance extracted (AVE)

CONSTRUCTS ITEM LOADINGS CR AVE

Attractiveness A1 0.819 0.868 0.622
A2 0.828
A3 0.795
A4 0.708
Attitude towards ATT1 0.667 0.826 0.545
influencer ATT2 0.708
ATT3 0.748
ATT4 0.821
Perceived PC1 0.744 0.821
0.536
credibility PC2 0.794
PC3 0.716
PC4 0.669
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Perceived PE1 0.869 0.871 0.692

expertise PE2 0.836
PE3 0.788
Purchase PI1 0.891 0.89 0.801
intention PI2 0.9

Perceived risk PR1 0.915 0.822 0.716

PR2 0.866
PR3 0.748
Trust T1 0.867 0.898 0.746
T2 0.85
T3 0.874

Notes: Std L = Standard loading, CR Composite reliability, AVE = Average variance

extracted

Validity and reliability analysis

In the current study, the efficacy and authenticity values were assessed. When an element's
threshold value is 0.7 or above, it is thought to be sustainable (Henseler et al., 2015). In addition, the
element lade must meet the Chin (1998) threshold value of 0.5 to be considered sustainable; values
lower than 0.5 were removed. The element latencies in the current investigation are within the implied
ranges. According to this study, the lowest Cronbach Alpha value of 0.729 is acceptable, but Van
Griethuijsen et al. (2015) said that a threshold value of 0.7 or 0.6 for Cronbach's Alpha is regarded as
sustainable. The criterion for compound dependability is 0.70. The compound reliability values in the
current study are greater than 0.70, which is considered to be higher than the threshold values. The
current study's average variance extracted (AVE) least value is 0.551, which is the lowest threshold,
and the compound reliability least value is 0.830, which is amazing (Hair et al., 2017).

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Figure 2 Measurement Model

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Table 3: Discriminant Validity

HTMT Ratio

Constructs A ATT PC PE PI PR T
A
ATT 0.645
PC 0.891 0.739
PE 0.827 0.707 0.924
PI 0.493 0.858 0.545 0.547
PR 0.212 0.297 0.247 0.202 0.381
T 0.636 0.569 0.816 0.849 0.631 0.381

Table 4. Fornell Larker Criterion

Construc A AT PC PE PI PR T
ts T
A 0.7
89
ATT 0.5 0.7
07 38
PC 0.6 0.5 0.7
71 43 32
PE 0.6 0.5 0.6 0.8
61 38 81 32
PI 0.3 0.6 0.4 0.4 0.8
87 33 05 24 95
PR - - - - - 0.8
0.1 0.2 0.1 0.1 0.3 46
15 36 66 57 14
T 0.5 0.4 0.6 0.6 0.5 - 0.8
32 61 31 81 03 0.3 64
08

Analysis of discriminant validity

The scientists recommended two approaches be used to carry out the test of discriminant
validity (Hair et al., 2017). To begin with, we evaluated the discriminant validity using the Fornell
and Larcker (1981) criterion. In this strategy, the diagonal values of the constructions must be bigger
than their dependency. According to Table 3, every slanting quality was more astounding than the
dependency between the constructs, which supports the existence of discriminant validity in this
procedure. Next, the Heterotrait-Monotrait Ratio (HTMT) approach was used. The construction
results in this process should be less than 0.90 or 0.85 (Henseler et al., 2015). As seen in Table 4, all
HTMT values are below 0.85, suggesting that the constructs exhibit discriminant validity.

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Table 5. Path coefficients

Relationships O M STDEV T-Val P -
Val
A -> ATT 0.166 0.17 0.064 2.605 0.009
ATT -> PI 0.594 0.592 0.042 14.049 0.000
PC -> ATT 0.236 0.248 0.09 2.631 0.009
PE -> ATT 0.213 0.205 0.082 2.601 0.009
PR -> PI -0.196 -0.198 0.052 3.797 0.000
T -> ATT 0.079 0.079 0.07 1.121 0.262
PR x ATT -> PI 0.055 0.053 0.034 1.627 0.104

Hypothesis Testing
Path coefficients for various relationships in a structural equation model (SEM) or comparable
statistical analysis are listed below. These coefficients show model variable relationships' intensity
and direction. Explaining table results:
Attractiveness positively affects attitudes (ATT) with a path coefficient of 0.166.
Characteristics boost attitudes by 0.166 in each unit. Qualities influence attitudes, as evidenced by the
T-value of 2.605 and low p-value of 0.009. Attitudes (ATT) positively correlate with purchase
intentions (PI) with a path coefficient of 0.594. Attitudes enhance buying intentions by 0.594. The
high T-value of 14.049 and p-value of 0.000 indicate that attitudes strongly influence purchasing
intentions. The path coefficient of 0.236 shows a positive relationship between perceived credibility
(PC) and attitudes (ATT). Belief increases attitudes by 0.236 units. Credibility significantly increases
happy feelings (T-value = 2.631, p-value = 0.009). PE -> ATT (Perceived Expertise -> Attitude): PE
positively affects attitudes with a path coefficient of 0.213. Every unit of expertise raises attitudes by
0.213. Perceived knowledge improves attitudes (T-value = 2.601, p-value = 0.009). Perceived Risk ->
Purchase Intention: The path coefficient is -0.196, indicating a negative relationship. Every unit of
perceived risk decreases purchase intention by 0.196. Higher perceived risk lowers buying intentions
(T-value = 3.797, p-value = 0.000). Although weaker than other correlations, the path coefficient of
0.079 suggests a positive relationship between trust (T) and attitudes (ATT). Every unit of trust raises
attitudes by 0.079. Trust may not change opinions (p=0.262). PR x ATT -> PI (Interaction impact):
The path coefficient of 0.055 reveals that perceived risk (PR) and attitudes (ATT) affect purchase
intention. Positive, but not statistically significant (p-value = 0.104). Statistics suggest that perceived
risk and attitudes do not affect buying intention. Finally, these path coefficients show the model's
relationships between traits, attitudes, perceived credibility, expertise, risk, trust, and purchase
intentions. Marketers can use these coefficients' statistical significance to evaluate these correlations'
strength and relevance to understand consumer behavior and make informed decisions.
Table 6. Specific indirect effects

Indirect Paths O M STD T-Val P-Val

PE -> ATT -> PI 0.127 0.122 0.05 2.544 0.011
T -> ATT -> PI 0.047 0.047 0.042 1.107 0.268
A -> ATT -> PI 0.099 0.101 0.04 2.473 0.013
PC -> ATT -> PI 0.14 0.147 0.054 2.621 0.009

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Table 6 lists indirect effects in a structural equation model or statistical study. These indirect
effects show how influences affect a target variable via an intermediate. Explaining table results:
Perceived expertise (PE) affects buying intentions (PI) through attitudes. Attitudes boost purchasing
intentions per unit of perceived knowledge by 0.127. Attitudes moderate the effect of perceived
knowledge on purchase intentions (T-value 2.544, p-value 0.011). Through attitudes, trust (T)
indirectly affects purchase intentions (PI). Trust enhances attitudes-mediated purchasing intentions by
0.047 units per unit. This indirect effect is not statistically significant (p-value = 0.268), suggesting
that views may not significantly affect trust and buying intentions. Characteristics (A) affect purchase
intentions (PI) through attitudes (ATT). One unit more attributes increases purchase intentions by
0.099 units. Attitudes mediate attribute-purchase intentions (p-value = 0.013). Through attitudes,
perceived credibility (PC) affects purchase intentions (PI). One unit of perceived credibility improves
purchase intentions by 0.140 units, mediated through attitudes. Perceived credibility affects
purchasing intentions through attitudes (p-value = 0.009). Table 5 concludes that various variables
indirectly affect purchasing intentions in the model. Understanding consumer decision-making
requires these indirect effects. Researchers might utilize indirect effect p-values to assess these
mediated relationships' strength and statistical reliability to design focused marketing and consumer
behavior strategies.
Conclusions & Implications
This study examined how trust, attractiveness, perceived knowledge, and perceived credibility
affect bias toward the influencer. The study evaluated how the attitude toward the influencer mediates
and how perceived risks moderate. The study's findings can assist marketers and influencers in
creating effective influencer marketing tactics that boost the influencer's reputation and consumer
perception. The study indicated that trust, attractiveness, perceived knowledge, and perceived
credibility positively affect influencer reputation and brand opinions. Perceived influencer
trustworthiness is a key element in determining subsequent behavior. Attitude toward the influencer
mediates the link between perceived credibility, trustworthiness, expertise, and purchase intention.
The study emphasizes the role of perceived risks in moderating the relationship between trust,
attractiveness, expertise, credibility, and influencer attitude.
This study has various practical implications for influencer marketers, influencers, and
researchers: Marketers should carefully examine influencers' trustworthiness, attractiveness,
perceived knowledge, and perceived credibility when collaborating with them. They should also
evaluate the influencer and audience's perceived risks to customize their approach. Influencers should
create and retain niche-specific trust, credibility, and knowledge. Authentic and transparent content
creation can lower perceived risks and improve consumer perceptions toward influencers and
advertising items or services. Marketers can reduce consumer risk by informing audiences about
influencer-promoted products and services. Clear disclosures, product information, and customer
feedback eliminate confusion and increase confidence. Marketers can optimize influencer marketing
techniques to improve consumer attitudes and results by understanding these dynamics.
Limitations and future research
Our study provides useful insights into influencer marketing dynamics, but it has several
limitations. Our research uses self-reported data, which may introduce method bias and social
desirability bias. To improve results, future studies could include objective metrics and behavioral
data. Second, our cross-sectional study limits causation and change tracking. To better understand
consumer views towards influencers, longitudinal studies may be useful. The demographics and social
media platforms studied may also limit the generalizability of our findings. More diverse and
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Iqbal, A, et al.

representative samples and social media context exploration can alleviate this problem. Future
influencer marketing studies should explore various intriguing options. First, cross-cultural research
could show how cultural differences affect trust, attractiveness, perceived expertise, credibility,
influencer attitudes, and perceived dangers. Second, experimental designs can establish causal
relationships and isolate each factor's impact, improving knowledge of these dynamics. Thirdly,
qualitative research might reveal consumers' nuanced views of influencer marketing risk.
Neuroscience is another intriguing area of study on consumer influencer responses. Marketing efforts
can be better tailored by segmenting consumers by influencer responses and perceived risks. Long-
term studies on influencer effects on attitudes and behaviors and influencer marketing ethics can also
help. Finally, understanding digital marketing requires keeping up with new social media platforms
and trends like virtual influencers and livestream shopping. We can better comprehend influencer-
consumer interactions in the digital age by addressing these limitations and pursuing these research
initiatives.

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Iqbal, A, et al.

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