Exploring Social Media Influencers' Attitudes toward Self-Improvement and Belongingness: The Mediating Role of Virtual Influencer Credibility on Brand Attitude

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ID: 336700
2024
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Ranked #207 of 953 articles by views in Pakistan Social Sciences Review

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Abstract
The aim of this study is to clarify how social media influencers' perspectives on belonging and self-improvement affect young consumers' attitude towards the brand. The goal is to shed light on how self-improvement and a sense of belongingness affect brand preferences in the era of digital influencers by examining the mediating effect of virtual influencer credibility in influencing young consumers' perceptions and attitudes toward brands. A cross-sectional survey method, employing a positivist and deductive approach, was utilized to collect data from 154 participants. Data analysis was conducted using Structural Equation Modeling (SEM) to identify correlations between variables. The study utilized convenience sampling, along with a seven-point Likert scale. The findings provide light on many different aspects of influencer marketing and the evolving significance of influencers in the age of technology. As this offers insightful information about the complex patterns of self-improvement, Belongingness, and brand attitude in the world of social media influencers. The study also indicated that social media influencers' views on belonging and self-improvement have a big impact on young people's perceptions towards the brand. . This study adds to literature an original perspective on social media influencers and the relationships they have with belongingness, self-improvement, and brand attitude. By highlighting the fact that influencers are active drivers of social and personal change instead of just being spokespersons for brands, it creates an innovative model in the field of internet marketing.
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Authors Faiqa Kiran
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Journal Pakistan Social Sciences Review
Year 2024
DOI
10.35484/pssr.2024(8-IV)13
URL
https://ojs.pssr.org.pk/journal/article/view/826
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