The Influence of Social Media Influencers on Customer Attitudes: Analyzing Sustainable Effectiveness in Pakistan’s Textile Sector

Abstract

This study aims to explore the impact of influencers on customer engagement behavior in textile industry in Pakistan. Hence, this study proposes and conducts research on a model that combines three theories Social Influence Theory, Theory of Planned Behavior, and Source Credibility Theory to provide an explanation for the consumer engagement process in the digital environment. A cross sectional (survey) research design was used, which was a quantitative approach. Data collection method used for primary data was structured questionnaire which was distributed to the people who have interest in social media following the brands and creators of textiles in Pakistan. Partial Least Squares Structural Equation Modeling (PLS-SEM) software was used to analyze the proposed model by using the SmartPLS software. Reliability, validity, direct effects and moderation effects were evaluated.The results showed that Social Media Influencers had a significant influence on Social Media Engagement Intention (β = 0.844, p < 0.001) and accounted for the variance of 71.2%. However, Social Media Engagement Intention did not significantly affect Consumption (β = 0.065, p = 0.395), Contribution (β = 0.105, p = 0.181), or Creation (β = 0.105, p = 0.166). Brand Credibility significantly affected all engagement measures, and Brand Attitude significantly affect Consumption and Creation behaviors.