From Followers to Customers: The Role of Influencers in Brand Switching Decisions

ABSTRACT

This study examines the growing phenomenon of social media influencers (SMIs) and their role in marketing, specifically focusing on how their attributes impact consumer attitudes and purchase intentions. With the increasing reliance on digital platforms, brands leverage SMIs to communicate their messages more effectively. This research integrates the source credibility model and parasocial relationship theory to analyze the dimensions of influencer credibility—expertise, attractiveness, trustworthiness, and perceived caring—and their influence on consumer behavior. The findings aim to provide valuable insights for marketers to enhance promotional strategies and shape positive consumer decision-making.

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