Impact of Social Media Influencer Credibility for Clothing and Cosmetic Industry on Purchase Intention, Brand Attitude and Brand Trust Among Pakistanis: Mediating Role of Parasocial Relationships

Abstract

The research aims to study the impact of influencer's credibility on brand trust, brand attitude, and purchase intention and to analyze the direct and indirect effect of influencers' credibility on purchase intention in the presence of parasocial relationships. This study examines consumers' attitudes towards social media influencers and Pakistani fashion brands.