Source Credibility Dimensions and Follower’s Loyalty with Reference to Social Media Marketing

Abstract

This Study aims to examine the Source Credibility Dimensions in Social Media Marketing that may affect Follower’s Loyalty, which in turn shall affect the Purchase Intention of followers.  Data were gathered through a structured questionnaire from a sample of 122 Social Media Influencer followers, employing a convenience sampling approach. The result of correlation underscores significant positive correlations between Source Credibility Dimensions and Follower's Loyalty, as well as Follower's Loyalty and Purchase Intention. Findings reveal a significant positive impact of social media influencers’ trustworthiness, expertise and information quality on Follower’s Loyalty. Further, Purchase Intention has found to be significantly influenced by Follower’s Loyalty. In summary, this research elucidates the intricate relationships between Source Credibility Dimensions, Follower's Loyalty, and Purchase Intention within the realm of Social Media Marketing. These findings provide valuable insights for businesses and influencers seeking to understand and harness the dynamics of trust, expertise, and loyalty in the digital marketing landscape.