Sameer Anjum

Academic

Verbatim text

Can Social Media Influencer Effect Consumer Purchase 
Intention: A moderated mediation model of Influencer’s 
Credibility and Brand Recognition 
The emergence of social media in recent years has changed how customers engage 
with brands and make decisions about what to buy. Social Media Influencers with a sizable following on social media platforms like Instagram, YouTube, and TikTok have become crucial in influencing customer preferences and habits. This project aims to investigate the relationship between social media influencers, consumer purchase intention, and the moderating and mediating effects of influencer credibility and brand recognition.   
This research project addresses a pressing question in contemporary marketing: how social media influencers impact consumer purchase intentions. By considering the moderating and mediating roles of influencer credibility and brand recognition, this study aims to contribute to a deeper understanding of the complex dynamics in the world of influencer marketing and consumer behaviour. The findings will have practical implications for marketers, brands, and influencers seeking to enhance their strategies in the ever-evolving landscape of social media marketing. 
This project also explores the fascinating world of social media influencers and the significant influence they have on customer purchase intentions. It aims to disentangle the complex network of recognition, credibility, and influence that characterizes the contemporary marketing environment. We hope to offer businesses, marketers, and other industry players useful information through our research so they may successfully and morally navigate the dynamic world of influencer marketing. 
 
 
 
 
Area of Study: 
Marketing 
Supervisor Name: 
Dr. Haider Malik 
Group Members:  
Sameer Anjum 
 (i18 - 0034)

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