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EXAMINING THE MEDIATING INFLUENCE OF CREDIBILITY LINKING WITH INFLUENCER MARKETING AND ONLINE CUSTOMER REVIEWS ON CUSTOMER PURCHASE DECISION

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01 Pages : 1-15

http://dx.doi.org/10.31703/gmsr.2024(IX-IV).01      10.31703/gmsr.2024(IX-IV).01      Published : Dec 2024

Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision

Abstract

    This paper focuses on the effects of influencer marketing and online customer reviews on customer purchasing decisions. Quantitative data was collected from 300 respondents and analyzed through SPSS. Process Macro was used to analyze the relations and mediation effects between the variables. The literature review indicates the increasing relevance of digital marketing and the impact of influencer marketing and online customer reviews on customer purchase decisions. Online customer reviews present ideal information as it is the social proof and influence purchasing decisions. According to the results, both influencer marketing and online customer reviews have a significant positive effect on influencing people's decisions when it comes to purchasing.  This empirical research brings more light on how influencer marketing and online customer reviews along with credibility play powerful roles in structuring customer purchase decisions. It has a pragmatic impact on marketers for credibility in their digital marketing efforts to make sales.

    Influencer Marketing, Online Customer Reviews, Credibility, Customer Purchase Decision

    (1) Zar Panra
    Student, Department of Management Sciences, Balochistan University of Information Technology, Engineering and Management Sciences, Quetta, Pakistan.
    (2) Amna Malik
    Lecturer, Department of Management Sciences, Balochistan University of Information Technology, Engineering and Management Sciences, Quetta, Pakistan.
    (3) Asia Bibi
    Lecturer, Department of Management Sciences, Balochistan University of Information Technology, Engineering and Management Sciences, Quetta, Pakistan.
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Cite this article

APA

    APA : Panra, Z., Malik, A., & Bibi, A. (2024). Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision. Global Management Sciences Review, IX(IV), 1-15. https://doi.org/10.31703/gmsr.2024(IX-IV).01

CHICAGO

    CHICAGO : Panra, Zar, Amna Malik, and Asia Bibi. 2024. "Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision." Global Management Sciences Review, IX (IV): 1-15 doi: 10.31703/gmsr.2024(IX-IV).01

HARVARD

    HARVARD : PANRA, Z., MALIK, A. & BIBI, A. 2024. Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision. Global Management Sciences Review, IX, 1-15.

MHRA

    MHRA : Panra, Zar, Amna Malik, and Asia Bibi. 2024. "Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision." Global Management Sciences Review, IX: 1-15

MLA

    MLA : Panra, Zar, Amna Malik, and Asia Bibi. "Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision." Global Management Sciences Review, IX.IV (2024): 1-15 Print.

OXFORD

    OXFORD : Panra, Zar, Malik, Amna, and Bibi, Asia (2024), "Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision", Global Management Sciences Review, IX (IV), 1-15

TURABIAN

    TURABIAN : Panra, Zar, Amna Malik, and Asia Bibi. "Examining the Mediating Influence of Credibility Linking with Influencer Marketing and Online Customer Reviews on Customer Purchase Decision." Global Management Sciences Review IX, no. IV (2024): 1-15. https://doi.org/10.31703/gmsr.2024(IX-IV).01