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August 20, 2025Deleted Journal

The Role of Credible Social Media Influencers in Brand Attitude, eWOM, and Purchase Intention

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Authors

YWYitong WangTCThoo Ai ChinCNChun Hou Ng

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Overview

Observational analysis shows eWOM influences purchase intention in Gen Z, highlighting credibility effects.

Key Points

  • Purchase intention is affected by social media influencers, with 62% of Malaysians influenced by endorsements.
  • Engagement rates for nano-influencers reach 4.7%, compared to 1.3% for macro- and mega-influencers.
  • Influencer marketing spending reached USD 30.8 billion globally in 2023, indicating significant growth in the industry.
  • Trust issues persist due to fraudulent behaviors, emphasizing the need for credibility in influencer marketing.

Cite This Study

Wang et al. (2025) studied this question.

synapsesocial.com/papers/68af706e7567bf4f94fec0d0https://doi.org/10.35609/gcbssproceeding.2025.1(119)
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