Influencer Credibility and Product–Influencer Congruence: Reassessing Their Roles in Shaping Purchase Intentions in Bangladesh’s F-Commerce

Abstract

With the advent of social media live streaming and specially Facebook live, Bangladesh online market is extensively leaning towards influencer marketing without a clear knowledge of the critical mechanism of persuasion. A country where most internet traffic is dictated by Facebook, marketers are finding it appropriate to engage with customers using live streaming facilities. The study aims to understand the interplay among various source credibility variables such as attractiveness, trustworthiness and expertise with probable influence of product-influencer fit. It has been observed that, aligning with classic source credibility theory influencer’s attractiveness and expertise significantly influence consumer purchase attitude. Trustworthiness as a mediator has been found to have mediated attractiveness in consumer purchase intention. Interestingly, the study has found no perceived influence of product-influencer fit in moderating credibility dimensions and consumers’ purchase intent.