Influencer Marketing Efficacy: Role Of Shaping Consumer Behavior Towards Digital Payment Adoption

Abstract

This study investigates consumer behavior toward the adoption of digital payments, focusing on the influence of social media influencers and related digital engagement variables. Using a structured questionnaire, data were collected from 422 respondents and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) using Smart PLS. The measurement model confirmed reliability and validity through Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted (AVE). Key findings indicate that Social Media Engagement (SME), Perceived Trust in Influencer-Endorsed Brand (PTIEB), and Influencer-Brand Fit (IBF) significantly influence Consumer Behavior Toward Digital Payment Adoption (CBTDPA), while Content Informativeness (CI) and Influencer Credibility (IC) showed a moderate impact. The model explained 51% of the variance in consumer behavior (R² = 0.510). The study contributes to the growing body of literature on influencer marketing and fintech by highlighting the critical role of digital trust and engagement in shaping consumer preferences for digital payments.