"Evaluating the Effectiveness of YouTube Influencer Reviews Videos on Consumer Purchase Intentions for Mobile Phones: A Digital Marketing Perspective"

Abstract

The term "influencer marketing" refers to a relatively new type of digital marketing that has surfaced in recent decades. Influencers shape consumers’ perceptions of a product or brand through videos, photos, and other updates on various digital platforms. This paper specifically focuses on YouTube influencers who make review videos on mobile phone purchases. This study explores the effect of various attributes of influencer credibility and purchase intention of consumers in Lucknow. Google Forms was used to send a questionnaire for data collection. A Total of 453 individuals completed the questionnaire; however, only 319 individuals were chosen for further analysis owing to the inclusion of screening questions, utilization of convenience sampling, and application of structural equation modelling through SmartPLS 4 for the analysis of the data. The finding reveal Argument quality has significant impact on credibility and purchase intention however attractiveness, trustworthiness have impact on credibility but not purchase intention, expertise does not show impact on both credibility or purchase intention.