To What Extent Are Credibility and Attractiveness of Social Media Influencer Important in Developing Positive Brand Image and Customer Attitude?

As social media continue to serve as the dominant hub of information and commerce globally, social media influencer marketing has also become one of the most prominent techniques of brand advertisement and promotion. According to Freberg et al., social media influencer represents a viable earned media vehicle where popular celebrities can offer homage and endorsement of a brand for the purpose of influencing their follower’s purchase decision or to create awareness for the endorsed brand. According to media marketing Kix, 80% of online marketers reported that social media celebrities are potential supporters of elevating online businesses to a higher level. Consumer’s attitude refers to favourable behaviours that are aroused by the appeals of influencer marketing contents.