The mediating role of brand credibility between social media influencers and patronage intentions

Abstract

This study aims to examine how Social Media Influencers (SMIs) influence patronage intentions (PI) through the influence of mediation on the brand credibility (BC) in the electronic devices sector in Jordan. Furthermore, the data were obtained by an online questionnaire based on Google Forms and a total of 315 followers in Jordan using an appropriate sampling method. structural equation modeling using Smart PLS 3 was used to investigate the relationships between SMIs, brand credibility, and patronage intentions (PI). The results indicated that SMIs directly influence PI and BC. BC Partially mediates the relationship between SMIs and PI. Research limitations in this study focus on a single sector electronic device at a specific location in Jordan. Future research may conduct cross-cultural studies to improve the generalizability of the present research findings.