%0 Journal Article
%T Influencer Marketing in Saudi Arabia: The Roles of Social Advocacy, Trustworthiness, and Perceived Effectiveness in Shaping Consumer Purchase Intention
%A Olivia M. Harris
%A Jonathan K. Price
%A Daniel R. Nolan
%A Rebecca T. Owens
%J Annals of Organizational Culture, Leadership and External Engagement Journal
%@ 3108-4176
%D 2024
%V 5
%N 1
%R 10.51847/1lOjvK2Mez
%P 242-250
%X Marketing influencers have a notable impact on consumers’ buying intentions. This study investigates social advocacy, credibility, and perceived effectiveness of marketing influencers as predictors of purchase intention from a sociocultural viewpoint. The research is among the early studies in this area and adds value by clarifying how social advocacy, trustworthiness, and perceived effectiveness contribute to shaping the purchase intentions of Saudi consumers. Data were gathered using a convenience sampling approach from Saudi consumers and analyzed using Smart-PLS. The findings reveal significant relationships between social advocacy, trustworthiness, perceived effectiveness, and purchase intention. In addition, the sociocultural perspective was found to moderate the relationship between trustworthiness and purchase intention, as well as between perceived effectiveness and purchase intention. However, no moderating effect was identified between social advocacy and purchase intention.
%U https://apsshs.com/article/influencer-marketing-in-saudi-arabia-the-roles-of-social-advocacy-trustworthiness-and-perceived-e-ushmaz6cadndonp