Integrating digital influencer persuasion model and theory of planned behavior: The mediating role of consumer involvement in endorsed brands

This study explores the integration of the Digital Influencer Persuasion (DIP) model with the Theory of Planned Behavior (TPB) to examine customer buying behavior. It also investigates the mediating role of consumer involvement in linking persuasion factors to attitudes towards the endorsed brand. Data was collected from 322 valid participants using a survey study approach, and the partial least squares-structural equation modeling (PLS-SEM) technique was employed to test the structural model rigorously. The findings indicate that perceived influence and trustworthiness significantly enhance customer involvement with endorsed brands, whereas reputation does not exhibit a significant effect. Furthermore, customer involvement serves as a strong predictor of customer attitudes toward endorsed brands. While customer attitudes and perceived behavioral control significantly influence purchase intention, subjective norms do not demonstrate a significant effect. Additionally, purchase intention is found to be a significant determinant of actual purchase behavior. Importantly, customer involvement in endorsed brands positively mediates the relationship between attitude toward endorsed brands and key persuasion model factors (i.e., perceived influence and trustworthiness). This study offers valuable theoretical and practical insights by expanding the understanding of how DIs' perceived influence, trustworthiness, and reputation collectively shape consumer behavior. The findings also provide marketers with guidance on selecting suitable DIs who align with their target audience and brand objectives.