Instagram influencer marketing: Perceived social media marketing activities and online impulse buying

The main objective of this research is to investigate the impact social media marketing activities — restricted only Instagram influencers on online impulse buying through mediating effect source credibility (attractiveness, expertise, and trustworthiness), predicated Stimulus-Organism-Response (S-O-R) theory. hypothesised relationships were examined using cross-sectional data obtained from 273 users. Partial least squares structural equation modelling (PLS-SEM) SMART-PLS software was employed as primary analysis method. results revealed that perceived have a significant positive influence perceptions followers pertaining all three dimensions trustworthiness). In turn, attractiveness trustworthiness found buying. Moreover, study it influential factors in relationship between There dearth studies been conducted examination mechanism which influencers’ This provides new insights into importance affecting followers’ credibility.