The Impact of Social Media Influencers Credibility on Consumer Purchase Intentions Towards Online Shopping for Fashion Products in Saudi Arabia

Abstract

This dissertation applies an integrated theoretical framework of the source credibility, influencers’ content value, and the parasocial relationship to examine how SMIs credibility impact consumer purchase intention regarding fashion products in Saudi Arabia (SA). Following the positivist philosophy with a deductive reasoning approach and quantitative research strategy, an online survey questionnaire tool was used to collect the primary data. The survey was distributed via three social media platforms (WhatsApp, Twitter, and Telegram), whereby a total of 215 responses were received. The data were analysed using a Pearson correlation and regression analysis.