The Role of Digital Influencers on Buying Intention

Abstract

This paper aims to understand the role of digital influencers in consumer and brand loyalty. In line with this, a study was performed with 261 respondents over 16 years old and users of the social networks evaluating trust in influencers, user-generated content, perceived risk and buying intention with specific scales. All collected data was treated with SPSS statistical software and also Smart PLS software performing structural equation model analyses. The results presented the UGC influence on the purchase intention and also the trust in the influencers.