Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement

Brand communication via social media influencers (SMIs) has become a vital constituent of firms’ brand strategy. The current study assesses the mediated (via content engagement) and direct influence SMI attributes esthetics on followers’ attitude toward endorsed brand-link click behavior. analyzed data from an online survey 300 followers top 40 Instafamous Pakistani SMIs to test model hypotheses. results show that engagement mediates between (i.e. trustworthiness, expertise, similarity), esthetics, brand. SMI’s credibility directly influences Furthermore, attitudinal These findings will help practitioners understand how SMI-generated