THE IMPACT OF SOCIAL MEDIA INFLUENCER OVER-ENDORSEMENT ON CONSUMER ENGAGEMENT AND PURCHASE INTENTION

Abstract

This dissertation examines the effect of influencer over-endorsement on consumer engagement and purchase intention among Algerian social media users, while considering the mediating role of influencer credibility and the moderating role of parasocial relationship. In a context where influencer marketing is increasingly used by brands. This research investigates whether the phenomenon of influencer over-endorsement erodes perceived influencer credibility and, through this erosion, depresses consumer engagement and purchase intention. A conceptual model was developed to test the direct effect of influencer over-endorsement on influencer credibility, the effects of influencer credibility on consumer engagement and purchase intention, as well as the mediating role of credibility and the moderating role of parasocial relationship. The study follows a quantitative methodology based on an online bilingual questionnaire administered to 204 Algerian social media users. The data were analyzed using SPSS 26 and SmartPLS 4 through PLS-SEM. The results show that influencer over-endorsement has a negative effect on influencer credibility. Influencer credibility, in turn, positively affects both consumer-engagement and purchase intention. The findings also confirm that influencer credibility fully mediates the relationship between influencer over-endorsement and both consumer engagement and purchase intention. However, parasocial relationship does not significantly moderate these relationships, although it has a direct effect on consumer outcomes. This study highlights the importance of maintaining influencer credibility through selective and authentic brand partnerships.