Unveiling the power of influencer credibility for responsive customers: insights from the eco-conscious apparel market

Purpose Despite influencers’ impact on consumers’ decision-making, limited research has focused on the role of influencer credibility in developing unplanned and excessive buying behaviors. Thus, using signaling theory, this study investigates how an influencer’s credibility affects online impulsive and compulsive buying behaviors in the eco-conscious apparel market of an emerging country. Design/methodology/approach We achieved this objective by analyzing the data collected from 466 online customers. Using SmartPLS, we used a structural equation modeling technique to investigate the proposed hypotheses. Findings The results suggest that influencer credibility does not directly affect online compulsive buying but does indirectly through the urge to buy. The study finds that customer participation weakens the effect of influencer credibility on the urge to buy. Additionally, service recovery strengthens the link between online impulsive buying and online compulsive buying. Practical implications These findings improve our understanding of the role and process by which influencer credibility affects online impulsive and compulsive buying behaviors for apparel products in a developing country, Pakistan. This study offers insights for marketers into developing promotional strategies and budgeting preferences for emerging social media influencers, which may attract online customers and, ultimately, increase the firm’s sales. Originality/value This study demonstrates the impact of influencer credibility and how it affects online impulsive and compulsive buying behaviors in the eco-conscious apparel market.