DIGITAL PERSUASION: MEDIATING EFFECT OF CONTENT QUALITY IN INFLUENCER MARKETING

Abstract

This study investigates how social media influencers' physical attractiveness and trustworthiness influence consumer purchase intentions, with content quality as a mediating factor. Grounded in Source Credibility Theory, the research employed a quantitative methodology, collecting data from 203 active social media users through structured questionnaires. Multiple regression analysis revealed that both trustworthiness (β = 0.314, p = 0.003) and physical attractiveness (β = 0.363, p < 0.001) significantly predict purchase intention, with trustworthiness demonstrating stronger influence. Mediation analysis using Hayes' PROCESS Model 4 confirmed that content quality partially mediates these relationships (indirect effect = 0.071, 95% CI [0.010, 0.140]), accounting for 20.3% of the total effect. The overall model explained 71.8% of variance in purchase intention (R² = 0.718), highlighting the substantial impact of influencer attributes when combined with high-quality content. These findings provide empirical evidence that while physical attractiveness contributes to influencer effectiveness, trustworthiness and content quality are more critical drivers of consumer purchase decisions. The study offers practical insights for marketers to prioritize credible influencers and invest in content quality, while contributing to theoretical understanding of digital persuasion mechanisms in influencer marketing.

Keywords: Influencer Marketing.  Consumer Purchase Intention.  Content Quality.