HOW HUMAN INFLUENCERS’ TRAITS DRIVE CUSTOMER’S INTENT TO PURCHASE: CATALYTIC ROLE OF EMOTIONAL ATTACHMENT

Abstract

This study explores how human influencer traits informative value, entertainment value, attractiveness, and credibility affect consumer purchase intentions in Pakistan’s expanding digital and social media environment. Customer engagement and trust are examined as mediators, while emotional attachment serves as a moderator. Grounded in Source Credibility Theory, Trust Transfer Theory, and Meaning Transfer Theory, the research provides a theoretical foundation for understanding influencer effectiveness. Data were collected through 365 structured questionnaires from active social media users in Pakistan. SPSS 23 was used for demographic analysis, and SmartPLS 4 was used for measurement validation and hypothesis testing. The results show that influencer traits positively influence purchase intentions, both directly and indirectly through engagement and trust. Furthermore, stronger emotional bonds enhance the trust-building process. Given the limited research in this area, the study focuses on how influencers shape consumer decisions in Pakistan’s digital economy. The findings offer valuable insights for marketers and strategists to design culturally aligned influencer campaigns that foster emotional attachment and trust.