The Influence of Social Media Influencer’s Trustworthiness on Engagement, Expected Value and Purchase Intention

Abstract

This study aims to determine whether followers' perceptions of an influencer's trustworthiness can lead to responses to the influencers' recommended brands, specifically brand engagement in self-concept, expected brand value, and intention to purchase recommended brands. This study used non-probability sampling, especially purposive technique sampling with the criteria of Indonesians who follow an influencer. The data was gathered by distributing an online questionnaires via Google Form to a total of 264 respondents. The data analysis technique utilized is SEM, which is conducted using the AMOS 22 application. The results showed that perceived influencer trustworthiness positively influence brand engagement in self-concept, brand expected value and intention to purchase recommended brand. While, brand engagement in selfconcept positively influence brand expected value and intention to purchase recommended brand. Also, brand expected value positively influence intention to purchase recommended brand. This study will contribute in understanding the process of transforming consumers' perceptions and behaviour patterns when social media influencers' recommendations are influenced by their trustworthiness. There are also some limitations and recommendations for future studies.