The Impact of Influencer Types and Source Credibility on Consumer Purchase Intention
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Abstract
This study aims to: 1) compare differences in influencer types regarding credibility, content quality, and sponsorship disclosure, and 2) examine the influence of credibility, content quality, and sponsorship disclosure on consumers’ purchase intention. This research employed a quantitative research design using a questionnaire to collect data from 400 consumers who follow influencers on social media platforms. Data were analyzed using descriptive statistics, one-way analysis of variance (One-way ANOVA), and multiple regression analysis.
The results revealed that different types of influencers did not lead to significant differences in consumers’ perceptions of credibility and content quality. However, influencer types significantly affected perceptions of sponsorship disclosure, with nano-influencers showing a higher level of sponsorship disclosure compared to micro-influencers. Furthermore, the results of multiple regression analysis indicated that influencer attractiveness, sponsorship disclosure, and nano-influencers positively and significantly influenced consumers’ purchase intention. These findings suggest that transparency in sponsorship disclosure and the perceived closeness between influencers and followers play an important role in enhancing trust and increasing consumers’ likelihood of purchasing products.
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