Social media influencers: An effective marketing approach?

For your marketing

Possible founder application

Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.

Reported result

What the study found

Mobile convenience, interactivity, and influencer credibility shape attitudes; product/service attitude fully mediates influencer-attitude effects on actual purchase behavior.

Research question

What the authors investigated

How do mobile convenience, interactivity, and influencer credibility lead to actual purchase behavior?

Design

Cross-sectional questionnaire study using structural equation modeling; includes actual purchase behavior outcome.

Sample and setting

Mobile users in a developing-country context; 100 usable respondents are reported in indexed study descriptions.

Scope and transfer

Limitations to keep in view

Authors state generalization should be cautious because the study is in a developing country and uses self-reported mobile-user data; experiments are suggested as future work.

Research sources

Publisher abstract/limitations state the constructs, mediation, actual-purchase outcome, developing-country focus, and self-report limitation. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.

Additional research source ↗