Abstract:
Purpose: This thesis aims to explore the effects of the Informative value of social media
influencers
and their credibility on customers' purchase intention. We extended the
analysis by highlighting the moderating effect of electronic word of mouth (E-WOM)
between the informative value of social media influencers and trust in brands advertised
in social media and between the credibility of social media influencers and trust in brand
advertised in social media. The mediating effect of trust in brands advertised on social
media was also investigated between the informative value of social media
influencer and customers’ purchase intention and between credibility and customers’ purchase
intention.

Design\ methodology\ approach: This thesis is focused on a quantitative approach.
Data were collected from respondents through focus group interviews. A questionnaire
was prepared for the interviewee and integrates the scales of measurement develop by
prior studies. We targeted Saudi social media users who are followers of social media
fashion influencers. The total number of respondents was 138 respondents. Data
analysis was performed using SPSS and SMART PLS.

Findings: The results revealed that the informative value of social media influencers
does not have a positive effect on trust in brands advertised on social media nor in
customers’ purchase intention. In contrast, the credibility of social media influencers
was found to positively affect trust in brands advertised on social media and customers’
purchase intention. The moderating effect of E-WOM between social media
influencers’ informative value and users’ trust in the brand advertised on social media
was significant. In contrast, the moderating effect of E-WOM between social media
influencers’ credibility and social users’ trust in the brand advertised on social media
was not significant. In addition, users’ trust in the brand advertised on social media
positively affects social media customers’ purchase intentions. Finally, results
highlighted that trust in brand advertised on social media does not mediate the link
between social media influencer’s informative value and social media customers’
purchase intention. However, they revealed that trust in brand advertised in social media
partially mediates the link between social media influencer’s credibility and social
media customers’ purchase intention.

Practical implications: This thesis can assist marketers and advertisers in determining
how social media users perceive influencers and how this perception can affect their
trust in brands advertised on social media and their purchase intention of these brands.
According to our findings, businesses should target the right influencers who have a
high level of credibility, who is trustworthy and expert in the domain of the advertised
products. In addition, practitioners should use sponsored posts to increase the popularity
and the influence of social media influencers and increase the effect of positive E-WOM
and at the same time reduce the amount of negative E-WOM.

Limitations: Like any other study this study has some limitations. First, the results
were obtained according to the customers’ evaluation however, it would be more
reliable if the study has adopted an observational method to observe the customers
attitude instead of depending on their own evaluations. Also, several constructs that are
considered as relevant factors are crucial to include such as the worldwide pandemic
known as corona virus.

Originality: The originality of this study lies in being one of the first study in Saudi
Arabia testing the mediating effect of trust in brands advertised on social media between
social media influencers’ credibility and informative value and customers’ purchase
intention. In addition, this thesis pioneers the investigation of the moderating role of E-WOM
in the link between social media influencers’ credibility and informative value
and trust in brands advertised on social media.

Recommendations: Future studies should specify only one platform through which the
participants are followers of some influencers to be more specific. Further research
could add other perspectives such as testing the moderating effects of gender and age.
Future studies could test the specific impact of each social media influencer’s credibility
dimension which are trustworthiness, expertise, similarities, attractiveness.

Keywords: informative value, credibility, trust, purchase intention, brand. Social
media, influencer

Title on cover :

المؤثرون المعلنون على وسائل التواصل الإجتماعي ونية
العملاء للشراء : أدلةمن المملكة العربية السعودية