Social Media Influencer Characteristics and Consumer Purchase Intention: Integrating Source Credibility Theory, Human Brand Theory, and the S-O-R Framework

Abstract

The emergence of social media in today’s dynamic business environment has triggered the transformation of marketing communication strategies in business sectors, including the cosmetics sector. The 21st century has witnessed the rise of social media influencers into becoming powerful opinion leaders capable of influencing consumers’ perceptions and purchase decisions. But there is limited research on influencer characteristics that shape favourable brand perceptions and drive purchase intention particularly in the cosmetics sector in Malaysia. This conceptual study is grounded in the Source Credibility Theory, Human Brand Theory, and Stimulus-Organism-Response model, proposing a new model for explaining the influence of social media influencer characteristics on brand image and brand trust, subsequently leading to purchase intention. The proposed framework contributes to the extant literature on social media marketing by integrating psychological and branding perspectives to better understand the impact of influencer endorsement in the field of consumer behaviour. Managerial implications for local cosmetic brands targeting Generation Z consumers are also discussed.