The impact of influencer credibility on purchase intention and willingness to pay more

The aim of this study is to examine the effect of influencer credibility on influencer attachment, purchase intention and willingness to pay more. In this context, influencer credibility was composed of four dimensions, namely reliability, expertise, attractiveness, and similarity. The sample of the study consists of 158 consumers between the ages of 18-65 who follow a clothing influencer on Instagram. Findings revealed that all four dimensions of influencer credibility, reliability, expertise, attractiveness and similarity, positively and significantly influence influencer attachment. Also, influencer attachment positively and significantly affects purchase intention and willingness to pay more.