Entrepreneurial Impact of Social Media Influencers on Purchase Intentions: The Mediated and Moderated Model

This study examines the effect of social media influencers' (SMIs) positive endorsements on consumers' intentions to buy and how brand awareness and perceived value mediate the effect. Also examine moderating effect of past experience on the relationship. Stimulus- Organism- Response (SOR) theory applied to test the model of this study. The outcomes are based on data gathered among 290 participants by means of non-random convenience sampling tool, and processed with the help of SPSS and Smart PLS. This study results underscore SMI endorsements have favorable and noteworthy influence on purchasing intentions, brand awareness and perceived value. This paper highlighting the significance of SMIs in determining consumer behavior and marketing strategy. By addressing key gaps in the literature, findings demonstrating overlapping functions of the endorsements of SMIs. The theoretical contributions prove the validity of SOR framework to the context of influencer promotions. It is suggested managerial implications for brands that strategically take advantage of the influencer endorsement and improve customer experience to create stronger consumer connectivity and sustainable success and marketing professionals set strategies to maximize purchase intentions in a dynamic and digital environment.