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From Credibility to Purchase Intention: The Role of Audience Engagement in Influencer Marketing | International Journal of Advances in Business and Management Research (IJABMR)
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DOI: 10.62674/ijabmr.2026.v3i04.001
Published: 2026-06-12

From Credibility to Purchase Intention: The Role of Audience Engagement in Influencer Marketing

Government First Grade College (GFGC), Shikaripura, 577427 Karnataka, India
Government First Grade College (GFGC), Shikaripura, 577427 Karnataka, India
Audience Engagement Content Authenticity Conceptual Framework Influencer Marketing Mediation Purchase Intention Source Credibility

Abstract

The rapid growth of social media has established influencer marketing as a key medium through which brands seek to shape consumer behaviour; however, despite increasing academic interest, the mechanisms through which influencer attributes affect purchasing decisions remain largely theoretical. This paper proposes a comprehensive conceptual framework that positions audience engagement as the central mediating variable linking two primary antecedents—namely, influencer credibility and content authenticity—to consumer purchase intention. Drawing on Source Credibility Theory, the Elaboration Likelihood Model (ELM), and Consumer Engagement Theory, the study develops five formal propositions that explain the pathways through which influencer marketing influences consumer behaviour. The proposed model contributes to existing literature by integrating prior research, identifying key gaps, and clearly defining core constructs, while also offering a strong conceptual foundation for future empirical validation using structural equation modelling (SEM) and partial least squares structural equation modelling (PLS-SEM) techniques.

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How to Cite

K S, R., & M, S. (2026). From Credibility to Purchase Intention: The Role of Audience Engagement in Influencer Marketing. International Journal of Advances in Business and Management Research (IJABMR), 3(4), 1–11. https://doi.org/10.62674/ijabmr.2026.v3i04.001

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Journal title

International Journal of Advances in Business and Management Research (IJABMR)

ISSN (online)

2584-1718

Publisher's name

Swami Vivekananda Global Academy, India

Established Since

2023

Email Id

info@ijabmresearch.org

DOI Prefix

10.62674/ijabmr

Peer Review

Double Anonymous Peer Review

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CC BY-NC-ND

Open Access

Yes

 

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