Influencer credibility and consumer behavior: the mediating role of self-brand congruity and moderating role of involvement

This article looks at how the recommendations of food influencers affect consumers’ intentions to buy endorsed food products. Although generic influencer effects have been studied in the past, little focus has been placed on the moderating influence of consumer involvement and the mediating role of self-brand congruity (SBC) in this context. An elaboration likelihood model (ELM) serves as the foundation for this investigation of the elements influencing consumers’ purchasing behavior. Two hundred ninety-one customers participated in a quantitative study that was done to test research hypotheses. Smart-PLS software was utilized to analyze the measurement models and the structure. Results indicate that influencer credibility significantly shapes attitudes toward the influencer, which in turn drives purchase behavior. Additionally, it was established that consumer involvement moderated the influence of SBC and the attitude toward the influencer. Furthermore, SBC partially mediates the effect of SMI credibility on the attitude toward the influencer. Overall, this paper highlights the significance of studying the effects of SMI credibility on buying behavior, along with the effect of involvement, which is essential information for researchers and marketing managers alike.