Abstract:

The purpose of this study is to investigate the effect of source credibility cues (attractiveness, trustworthiness, expertise, and homophily) on the online buying intention of millennials who are using Instagram. Another goal of this study is to measure the effect of para-social interaction (PSIs) on consumer buying intention and also to evaluate its moderating role in the relationship between source credibility cues (SCC) and consumer buying intention. Data were collected through a survey of respondents who bought products/services after watching Instagram advertisements made by social media influencers (SMIs). The findings show that source credibility cues and para-social interactions with social media influencers have a strong effect on the buying intentions of millennials when they shop online. The results also indicated that PSI moderates the relationship between source credibility cues and consumer buying intentions. This research is helpful for SMIs who would like to come up with better plans for making and sharing content. Managers who want to reach millennials should also work with SMIs that share information in a consistent, reliable, and honest way. This will give them a competitive edge for their brands.