2025, Vol. 8, Issue 2

author(s)
Amrutha Anilkumar and Rema Devi VN

abstract
This study investigates the influence of social media influencer credibility dimensions Trustworthiness (TRU), Expertise (EXP), and Attractiveness (ATR) on consumers' Purchase Intention (PI) for beauty products, and the subsequent path to Purchase Behavior (PB), while examining the critical moderating role of Perceived Risk (PR). Drawing upon Source Credibility Theory and the Theory of Planned Behavior, a conceptual model was empirically tested using a sample size of 100 respondents. Data analysis was performed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings provide strong support for all six hypothesized structural relationships. Results indicate that Trustworthiness emerges as the dominant positive driver of Purchase Intention, though Expertise and Attractiveness also exert significant positive effects. Furthermore, both Purchase Intention and the Perceived Risk construct are identified as strong, highly significant direct predictors of Purchase Behavior. Crucially, the analysis confirms the hypothesized moderation effect, demonstrating that Perceived Risk significantly amplifies the positive impact of Purchase Intention on Purchase Behavior. These results offer key theoretical extensions regarding the hierarchy of source credibility and the dynamics of the intention-behaviour gap. Practically, the findings underscore the necessity for marketers to prioritize building trust in influencer collaborations and strategically manage perceived risk to effectively convert consumer interest into actual sales in the digital beauty product market.