Impact of Social Media Influencer Interactivity and Authenticity on Impulsive Buying Behaviour: Mediating Role of Attitude and Brand Attachment

Abstract

This study aimed to know the impact of social media influencer interactivity and authenticity on impulsive buying behaviour of consumers of Pakistan. For mediating the relation between them attitude toward the influencer and brand attachment was used. This study talks about the social media influencer interactivity and authenticity using as the perception in affecting the attitude toward the influencer and brand attachment which increases the impulsive buying behaviour. Influencer marketing was the new trend and understanding the relation between clothing brands and social media influencer was necessary. The attitude toward the influencer and brand attachment help as a mediator to mediate the relation between them. Research was conducted using the survey-based questionnaire and collected responses from consumers of clothing brands in Pakistan. The data was collected from a total of 332 respondents, which was used in data analysis. The tools used to test the research were SPSS and AMOS. The study's conclusions stated that social media influencer interactivity does not has a significant and beneficial influence on impulsive buying. The relation show that social media influencer interactivity and authenticity put their impact on attitude toward the influencer and brand attachment. The influence of attitude toward the influencer on impulsive buying behaviour was non-significant, contrary to other research' results indicating that brand attachment was necessary to increase the impulsive buying behaviour of young consumers. The study's implications stated that it was conducted to know the impact of social media influencer interactivity and authenticity impacting the impulsive buying behaviour of consumers of Pakistan. Attitude toward the influencer and brand attachment help in increasing the relation between them.