Influencer Credibility as Predictor of Customer Loyalty and Brand Trust among Young Adults: Role of Consumer Doubt Serving

Abstract

This study aimed to investigate the part of influencer credibility on consumer doubt, brand trust, and customer loyalty. This is a quantitative correlational study. The study was conducted among 450 young adults, with ages between 18 and 30 years old. The data were collected by using convenience sampling technique. Data were collected using standardized self-report instruments, Influencer credibility was assessed using a 10-item measure adapted from Munnukka et al. (2016), Brand Trust Scale by Delgado-Ballester (2004), Customer Loyalty Scale by Dehghan and Shahin (2011), and the Consumer Doubt Scale by Sääksjärvi and Morel (2010). Pearson correlation and regression analyses were done, and Hayes PROCESS was used to test the mediation hypothesis. The data revealed that influencer credibility has a substantial positive relationship with brand trust, customer loyalty, and consumer doubt. Predictor variables such as influencer credibility meaningfully predicted brand trust and customer loyalty. Moreover, consumer doubt partially interceded the relationship between influencer credibility then brand trust, and customer loyalty. Therefore, the study concluded that influencer credibility and consumer’s psychological assessment are significant predictors of customers’ brand trust and loyalty. The study provides empirical evidence from Pakistani young adults.