Attitudes toward Fashion Influencers as a Mediator of Purchase Intention

Fashion influencers are a new phenomenon and profession to which many young individuals may currently aspire; such is its impact in the digital online world. Hence, article serves an upcoming group of fashion-influencers-to-be, as well firms that seek help professionals. This study aimed test mediating role attitude toward relation between, on one hand, perceived credibility, trustworthiness, expertise, likeability, similarity, familiarity, attractiveness, and, other purchase intention. Path analysis was used conceptual model mediates between Among seven components, association intention, other, completely significantly mediated through attitudes influencers. It found influencer determines intent; this is, turn, conditioned by competence, resemblance, proximity consumer perceives influencer. Thus, lead buy certain product, must pay attention familiarity with product (or service).