THE IMPACT OF YOUTUBE INFLUENCERS ON CONSUMER PURCHASE INTENTION AND ENGAGEMENT IN SAUDI ARABIA

Abstract

This study examines the influence of YouTube influencers' characteristics and content attributes on consumers' purchase intention and engagement in the Saudi Arabian context. Grounded in Source Credibility Theory and interpreted through the Elaboration Likelihood Model (ELM), the study employs a quantitative approach using survey data collected from 402 participants. The findings reveal differentiated effects across the two outcome variables. Initially, Perceived Trustworthiness and Perceived Expertise were not significant predictors of either purchase intention or consumer engagement. However, after introducing the control variables (age, gender, and social media use), gender significantly predicted purchase intention, and Perceived Trustworthiness became a significant predictor of purchase intention. In addition, Perceived Attractiveness and Perceived Homophily significantly influenced consumer engagement, but did not affect purchase intention, indicating that they enhance relational and interactive responses rather than direct purchasing behavior. Conversely, Perceived Influencer–Product Congruence significantly influenced purchase intention but not consumer engagement, highlighting the importance of perceived fit and authenticity in shaping behavioral outcomes. Notably, Perceived Informative Value emerged as the only variable that significantly influenced both purchase intention and consumer engagement, underscoring its central role in the effectiveness of YouTube influencer content. Overall, the findings refine the application of Source Credibility Theory to YouTube influencer marketing and demonstrate how different influencer characteristics and content attributes operate through distinct persuasive mechanisms, as explained by the Elaboration Likelihood Model. The study also provides practical implications for developing more effective influencer marketing strategies in Saudi Arabia.