Resumen de Exploring the Role of Influencers' Perceived Fraud Between Influencers' Credibility and Consumer Purchase Intentions

Muhammad Ahsanullah Qureshi, Sidra Shahzadi, Tehleel Hussain

• Objectives: A research imperative emerged to address the nuanced landscape of perceived social media scams, with a focal emphasis on the indispensable facet of influencers' credibility within the intricate web of consumer decision-making.

    Methods: This study adopted a quantitative research paradigm, delving into the multifaceted dynamics involving influencers, consumers, and the products or services endorsed, aiming to unravel the intricate tapestry of consumers' behavioral intentions engendered by influencer recommendations. Employing a judicious convenience sampling methodology, the research elicited responses from social media users through an adeptly crafted online survey deployed on the Google Forms platform, culminating in a substantive dataset comprising 450 discerning responses. The ensuing data underwent meticulous analysis employing the Hayes Process Macro within the SPSS software.

    Results: The discerned outcomes spotlight the deleterious impact of social media scammers on the perception of products and services, thereby exerting a detrimental influence on consumer purchase intentions.

    Conclusion: While the study proffers an integrative framework encompassing contextual elements that intricately shape customer purchase intentions, the pragmatic insights derived therein resonate as invaluable directives for marketers and practitioners, underscored by a comprehensive analytical scrutiny.