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Purpose: The study aims to explore the effects of social media influencers' credibilitydimensions (attractiveness, trustworthiness, and expertise) on consumer behavior (purchase intention and attitude towards the brand) while considering the followers' loyalty as the mediating variable in the fashion industry.Theoretical approach: The proposed conceptual model of the study is based on assumptions of source credibility theory and theoretical reasonings provided in the previous literature related to social media influencer marketing.Design/methodology: Quantitative research design is used and data is collected through selfreported questionnaires. The population of the study consists of social media users who follow social media influencers on different social media platforms. Findings – Based on data collection from 225 Pakistani respondents, the analysis of the study indicates a positive impact of the three social media influencer credibility dimensions on the purchase intention, and followers’ attitude towards the endorsed brands. Moreover, influencers’ credibility positively impacts followers’ loyalty to the influencers. In addition to the direct effects, followers’ loyalty towards the influencers partially mediated (1) the relationship between influencers’ credibility and purchase intention, as well as (2) the relationship betweeninfluencers’ credibility and followers’ attitude towards the brand. Practical implications – The findings of the thesis provide implications for businesses and marketers to understand the role of credible social media influencers in shaping consumer behavior and it also answers the question of how they influence it.Originality/value – This study adds to the influencer marketing literature by investigating the mediating role of followers’ loyalty in between the relationship of influencer’s credibility and purchase intention of followers as well as their attitude towards the brand.

This research aims to investigate the impact of social media influencer’s credibility dimensions (Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention of customers and customer's attitude towards the brand). This proposed theoretical framework is based on social learning theory and the theoretical implications of the previous literature which is related to social media influencer marketing. For this empirical study, the data has been collected from Pakistani consumers who are following social media influencers who share and endorse products related to the fashion industry. Data is collected from 149 individuals out of which 135 were valid respondents.  Results reveal that social media influencer's credibility dimension (Trustworthiness, Attractiveness, and Expertise) positively influence the customer’s attitude towards the brands as well as the purchase intentions of the customers. In addition, the study has significance for social media influencers in the fashion and style sector in terms of understanding the factors of followers' devotion to them and the noticeable effects of followers' allegiance on their behaviour. This study adds to the literature on social media influencer marketing by demonstrating the importance of follower’s perspective towards the social media influencers. Previous studies lack in providing the Pakistan perspective related to social media influencermarketing and this research attempts to fulfill that gap. Another important aspect of this study is that the pictures of influencers have been used to conduct this research.

With growing social media usage, social media influencers’ (SMIs) are getting more popular within the realm of social media marketing and are widely used by brands. Previous studies have shown SMI marketing influences consumers’ impulsive buying behavior in prominent ways such as by SMI-generated content, trust in SMI and SMI credibility, SMIs’ emotional appeal, SMI visual attractiveness and SMI expertise. Thus, to further elaborate on current knowledge, the purpose of this study is to describe the influence of social media influencers’ on consumers' impulsive buying behavior. A qualitative study including features of both a cross-sectional and a case study approach was conducted. It was found that SMIs’ individual characteristics and personal connections with consumers as well as SMI-generated content and SMIs’ demonstrated knowledge enhance trust and further influence impulsive buying behavior (IBB). Further, key patterns identified the interplay between SMI appearance, inspiration and trust showing that visually attractive SMIs increase trust, thus influencing impulsive buying behavior among consumers. Findings emphasize how characteristics influence each other to influence IBB as well as, how each characteristic recognized, independently influences IBB among consumers.