LAUSR

Purpose Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making. Studies have recently begun investigating how influencers affect consumer behaviour. Despite the increasing interest, the purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce. Design/methodology/approach An online study undertook research to gain further understanding. Specifically, the study examines the following: firstly, the impact of consumers’ perceived influencer credibility (IC), using the source credibility model in respect of purchase intention, attitude towards advertising and product; secondly, the impact of the organizational behaviour concept psychological ownership (PO) on consumer behaviour by showing that the concept has significant positive effects on attitude towards the product and purchase intention like in prior research; thirdly, the perceived connection and relationship between the influencer and consumer to understand the relations. Findings The results show that perceived IC serves as a significant criterion, determining purchase intention, attitude towards advertising and product, while contributing an instrument for transferring convincing messages, which increase the perceived connection to the influencer and the PO feeling for a product and, thus, influence consumer behaviour positively. Originality/value Theories on source credibility and a connection to the PO concept allowed to develop a framework to assess the importance of IC and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context.