Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment

• DOI: 10.21511/im.20(2).2024.11
• Publication Date: 2024-05-03T13:17:41Z
• Authors: Khansa Zaman; Sajjad Nawaz Khan; Muhhamad Abbas; Amani AbdAlatti
• Keywords: Moderation; Snowball sampling; Beauty

Social media influencers have gained immense attention in recent times due to increased use the cosmetics industry. Trust and emotional attachment play a vital role between followers. The aim of this study is investigate impact social influencers’ characteristics on predicting intention buy recommended beauty brands through trust moderating with influencers. A sample size 342 respondents from Pakistan was used empirically test hypothesized relationships. were users who follow renowned celebrities various platforms products based their recommendations. Thus, purposive sampling technique employed for data collection using online in-person methods. Quantitative techniques regression process models analysis. findings show that influencers, such as credibility trustworthiness, significant positive (β = 0.521, p < .05) cosmetic particular brand. Likewise, followers strengthens effect willingness an endorsed brand approving moderation 0.584, .05). also important mediator it plays central 0.411, This discussed implications future research directions while incorporating limitations.  Acknowledgment authors extend appreciation deanship scientific at King Khalid University funding work large group project under grant number (RGP. 2/554/45).