Exploring the Role of Social Media Influencers in Shaping Consumer Purchase Intentions: Evidence from Emerging Markets
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Abstract
This study investigates the psychological and social mechanisms through which social media influencers shape consumer purchase intentions in emerging Arab markets. Drawing on an integrated framework combining source credibility theory, parasocial interaction, and the persuasion knowledge model, the study employs a structural equation modelling approach based on data from 600 respondents in Jordan and Palestine. Findings reveal that parasocial bonds and perceived trust in sponsored content significantly enhance purchase intentions, while influencer credibility plays a secondary role, and gender congruence shows no direct effect. Social influence cues, such as community engagement and peer interaction, emerge as crucial predictors. Theoretically, this study contributes to science by contextualizing Western models of influence into non-Western settings, thus exhibiting emotional and social paths of persuasion. Practically, the study serves as an informative guide for marketers and influencers regarding the development of authentic relationships, nurturing trust within communities, and devising transparent yet effective promotional methods across varied cultural settings.
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