The Impact of Social Media Influencer Credibility on Online Purchase Intention: The Moderating Role of Consumer Digital Literacy

Abstract

In the age of digitalization, social media influencers (SMIs) have taken center stage in determining consumer buying behavior, especially in developing countries. This research assesses the influence of SMI credibility as operationalized via trustworthiness, expertise, and attractiveness on online purchase intention (OPI) in the Pakistani context. As digital interaction expands, the role of consumer digital literacy (CDL) takes center stage in determining how people understand and react to influencer messages. Based on a quantitative design, data were collected using structured questionnaires from 400 active social media users in major Pakistani cities such as Lahore, Karachi, and Islamabad. Findings show that all three dimensions of influencer credibility have a positive impact on OPI, with trustworthiness and expertise as more predictive compared to attractiveness. In addition, the analysis shows that CDL moderates this relationship to a significant degree. Digitally literate consumers are more particular, resulting in a higher linkage between authentic influencer content and purchase intention. These results imply that influencer marketing efforts need to emphasize authenticity and information value to be effective in reaching digitally literate consumers. The research offers practical implications for marketers, brands, and policy makers to improve the effectiveness of digital marketing in Pakistan. It also highlights the need to develop digital literacy among consumers so that they can critically assess online promotional messages better. With increasing growth in Pakistan's e-commerce industry, developing influencer strategy in line with consumer capability will be crucial for long-term digital development.