فهرست نشریات علمی دسترسی آزاد ایران

This study investigated the role of influencer marketing in social networks on the formation of consumers' purchase intentions. Based on the theory of source credibility and the theory of planned behavior, the conceptual model of the study was designed including three main influencer characteristics (expertise, attractiveness, and perceived intimacy) and the mediating role of trust. Data were collected from 412 social media users and analyzed using structural equation modeling in SmartPLS software. The results showed that all three influencer characteristics significantly affect trust, and trust also plays a key role in strengthening purchase intentions. Indirect paths through trust were also confirmed. The findings indicate that trust in the influencer is the most important factor in translating personality traits into consumer behavior, emphasizing the need for brands to focus on selecting credible and intimate influencers.