ABSTRACT
Nowadays, digital influencers are being hired by many companies to market their brands in the form of electronic word of mouth strategy. The companies do this because they consider this as a tool to provide information about their brands to a broader section of people. This study investigates how the perceived attributes of digital influencers on Instagram can influence their parasocial relationship and credibility that could impact brand credibility and repurchasing intention of consumers. This study employed a quantitative approach with a total of 243 samples. The data were collected using purposive sampling and analyzed using the structural equation method (SEM). It was found that attractiveness and attitude homophily were positively related to the parasocial relationship and influencers’ credibility. On the other hand, influencers’ credibility was positively related to brand credibility. It was shown that brand credibility and parasocial relationship positively influenced consumers’ repurchasing intention. However, no significant effect of influencers’ credibility on the other variables can be found.
