Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry

AlFarraj, Omayma; Abdallah Alalwan, Ali; Mohammad Obeidat, Zaid; M. Baabdullah, Abdullah; Al-Dmour, Rand; Al-Haddad, Shafig

doi:10.1108/ribs-07-2020-0089

Public

Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry

Shared by NobleBlocks on Feb 3, 2021 • 12:00 AM UTC

Authors:

Omayma AlFarraj

Ali Abdallah Alalwan

Zaid Mohammad Obeidat

Abstract

Purpose This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan. Design/methodology/...

Subject

Influencer marketing

Attractiveness

Credibility

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