The Impact of Influencer Credibility, Content Quality, Brand Awareness, and e-WOM, on Purchase Decision in Online Marketplace

The rise of online marketplaces has led to fierce competition among sellers; therefore, it is important to identify the elements that significantly influence consumers’ purchasing decisions. This research analyzes the role of the credibility of influencers, the quality of content, the awareness of the brands on the market, as well as the role of electronic word-of-mouth communications with regard to purchasing decisions within the online marketplace. The research method chosen was quantitative because the research aimed to collect the required information through a survey among targeted customers who have experience purchasing products online through online marketplaces and are exposed to influencers' content. The results of the research were analyzed through the use of the multiple regression test where the importance of the study variables was determined. The results of the research show that the credibility of the influencers, the quality of the content, the brands' market awareness, as well as the role of electronic word-of-mouth communications, positively and significantly influence purchasing decisions.