Factors affecting consumer responses to influencer marketing campaigns: the mediating role of consumer attitude

In Malaysia, the rise of influencers on social media has profoundly impacted consumer behavior, as many individuals connect with and admire these digital personalities. This study aims to explore how factors such as trustworthiness, expertise, attractiveness, respect, and similarity influence consumer responses to influencer marketing campaigns. Specifically, the research objectives include examining the relationships between each of these factors and consumer responses, as well as determining whether consumer attitudes mediate these relationships. Additionally, the TEARS model is deemed more suitable for this study than Ohanian (1990) source of credibility model, as it incorporates the characteristics of respect and similarity that align with Eastern cultural norms. In Eastern societies, where social harmony and collective values are emphasized, respect and similarity are particularly significant. Therefore, the TEARS model offers a more comprehensive framework for understanding the impact of influencer endorsements within this cultural context. A quantitative research design was employed, utilizing an online survey distributed to respondents in Shah Alam, Malaysia. The sample consisted of 258 participants selected through convenience sampling. Data analysis included descriptive statistics, correlation analysis, multiple regression analysis, and mediation analysis.