THE ROLE OF INFLUENCER ATTRIBUTES IN SHAPING PURCHASE PROPENSITY INTENTION BY ANALYZING THE MEDIATING IMPACT OF OPINION LEADERSHIP

Abstract

This study examines the effect of influencer characteristics—namely information sharing, entertainment, social interaction, and reward—on customers' purchase intention in Pakistan's fashion industry with an emphasis on opinion leadership's mediating function. Social media influencers are powerful agents in marketing communication—who are informed, articulate, and trusted. The paper delves into how social media influencers impact consumer choices by uploading content and shaping the viewers' purchase intentions based on Two Step Flow Theory and the Technology Acceptance Model (TAM). This study aims to fill a gap by providing insights into how influencers affect their followers' decision-making in a quickly growing market. A quantitative, cross-sectional survey was conducted with [insert number] respondents in [insert location], and data were analyzed using SPSS and Hayes’ PROCESS Macro (Model 4. Findings verified opinion leadership plays a significant mediating role in relationships between influencer characteristics and purchase intention, pointing towards its central persuasive role in enhancing consumer responsiveness. Hence, research provided actionable advice for marketers and influencers to maximize content and engagement strategies to increase purchase intentions within culturally unique markets such as Pakistan.