Power of Social Media Influencer Credibility on the Influence of Brand Attitude

Abstract

In the past few years, brands have been spending exponentially on social media influencers. Because of influencers' large following and the content, they post on social media platforms, and nowadays, this has become one of the most emerging marketing strategies. The current study aims to explore the components and importance of influencers' credibility and its influence on brand attitude. The present study is based on secondary data. Data were gathered from various secondary sources like articles and books from several databases such as Scopus, Google Scholar, etc. and the internet (websites of relevant disciplines). The findings reveal the power of influencers' credibility and how it helps brands. This study has implications for academicians, marketers, and future researchers to have an idea about influencers and existing studies related to them.