Title: Social media influencers' credibility swayed on brand credibility, e-WOM and consumer behavioural intention: a study of food and fashion blogging

Authors: Megha Sharma; Prachi Sahai; Vinod Kumar Singh; Naman Sharma

Addresses: Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, India ' Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, India ' Faculty of Management Studies, Gurukula Kangri (Deemed to be University), Haridwar, India ' Indian Institute of Foreign Trade, Kolkata Campus, 1583, Chowbaga Canal Side Rd., Madurdaha, Chowbaga, Kolkata, West Bengal, 700100, India

Abstract: The purpose of this study is to examine the influence of social media food and fashion influencers on brand credibility and consumer behavioural intention while analysing the moderation effect of e-WOM on social media influencers' credibility (SMIC) and brand credibility (BC). To accomplish this objective, the authors collected data from 208 respondents residing in India and data was analysed using EFA, CFA and SEM. Further, this study exemplified a favourable impact on brand credibility of social media food and fashion influencers and further on consumer behavioural intention. Moreover, e-WOM failed to have a moderating relationship between SMIC and BC. Further, conclusions and implications have been discussed.

Keywords: social media influencers; SMIs; credibility; brand credibility; electronic word-of-mouth; e-WOM; consumer behavioural intention; CBI.

DOI: 10.1504/IJBG.2025.145747

International Journal of Business and Globalisation, 2025 Vol.40 No.1, pp.22 - 38

Received: 07 Oct 2021
Accepted: 09 Nov 2021
Published online: 23 Apr 2025 *

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