September 18, 2025

Effect of Social Media Influencer Marketing on Consumer Purchase Intention in Pakistan: The Mediating Role of Credibility and the Moderating Role of Trust

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This analysis reveals how influencer credibility and trust shape consumer purchase intentions in Pakistan.

Influencer credibility significantly influences consumer purchase intentions, highlighting the importance of authenticity in marketing.
Trust emerges as a critical moderator, affecting the relationship between influencer credibility and consumer decision-making.
The study employs a mixed-methods approach, combining qualitative insights with quantitative data to enrich the findings.
These findings underscore the need for brands to adapt influencer strategies to the socio-cultural context of Pakistan.

Rahim et al. (2025) studied this question.

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