FROM INFLUENCE TO INTENTION: HOW INFLUENCERS’ PERSONAL TRAITS AND DEDICATION DRIVE BRAND CONSCIOUSNESS AND BUYING BEHAVIOR
FROM INFLUENCE TO INTENTION: HOW INFLUENCERS’ PERSONAL TRAITS AND DEDICATION DRIVE BRAND CONSCIOUSNESS AND BUYING BEHAVIOR

Summary/Abstract: This study investigates how influencers’ personal attributes and dedication shape consumers’ brand consciousness and, in turn, their purchase decisions. Drawing on influencer marketing and branding literature, the model conceptualizes Personal attributes and Dedication as key antecedents of Brand consciousness and Purchase decision, with Brand consciousness specified as a mediating mechanism. Using partial least squares structural equation modeling (PLS-SEM), data were collected from 391 social media users in Algeria and analyzed to test the hypothesized relationships. The results show that Brand consciousness exerts the strongest direct effect on Purchase decision, confirming its central role in driving buying behavior. Both Personal attributes and Dedication have significant direct effects on Purchase decision, but they also influence it indirectly through Brand consciousness, indicating partial mediation for both paths. These findings highlight that who the influencer is and how they behave work together to build a brand-conscious mindset that ultimately translates into purchase. The study contributes to influencer marketing research by positioning brand consciousness as a key psychological mechanism between influencer-level factors and consumer behavior and offers practical guidance on selecting and managing influencers to enhance brand-focused outcomes and buying behavior.

• Details
• Contents