The Influence of Social Media Influencer Attributes on Brand Equity and Purchase Intention
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This study examines how the attributes of social media influencers (SMIs) collectively shape brand equity and purchase intention in the digital marketplace. Building on classical endorsement theories—namely the Source Attractiveness Model, Source Credibility Model, Product Match-Up Hypothesis, and Meaning Transfer Theory—this research develops an integrated framework to explain how influencer traits translate into brand-related outcomes. Data were collected from 200 active social media users in Thailand and analyzed using structural equation modeling (SEM) to test the proposed causal relationships. The results reveal that source attractiveness, product match-up, and meaning transfer significantly enhance brand equity, while source credibility demonstrates a marginal yet positive effect. Furthermore, brand equity strongly predicts purchase intention and mediates the effects of influencer attributes. Theoretically, this study extends endorsement research by integrating four fragmented models into a unified influencer-based framework, advancing understanding of how digital influencers shape consumer-based brand equity. Managerially, the findings guide marketers in selecting influencers whose image, credibility, and symbolic meanings align strategically with brand identity to maximize consumer engagement and behavioral intent.
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