The Impact of Social Media Influencers on Consumer Purchase Intention: The Mediating Role of Consumer Engagement under Deceptive Digital Cues

Abstract

The present study examines the effect of influential factors on purchasing intentions of consumers in sustainability-oriented digital marketing environment. A research design was used was the quantitative, cross-sectional. The collected data was obtained using a structured questionnaire and all active social media user population. The conceptual model proposed was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) software that is runned with the program of SmartPLS. All the statistical procedures were used to assess reliability, validity, discriminant validity, model fit and hypotheses testing. The outcomes confirmed that there is significant influence of Influencer Perceived Credibility on Green Brand Authenticity (β = 0.408, p < 0.001) and Consumer Engagement (β = 0.457, p < 0.001). In the same manner, Virtual Influencer Characteristics also positively influence on Green Brand Authenticity (β = 0.481, p < 0.001) and Consumer Engagement (β = 0.433, p < 0.001). The influence of Consumer Engagement on Purchase Intention is significant (β = 0.393, p < 0.001), while Green Brand Authenticity is not significantly influencing Purchase Intention (β = 0.069, p = 0.274). The actual brand trust had significant influence on Purchase Intention (p < 0.001 and β = 0.461), while the moderating function of brand trust was not significant. These results offer a basis for researchers and practitioners to improve consumer engagement, trust in brands and purchase intent within the context of sustainability marketing strategies, using social media influencers.