Examining the impact of influencers and bloggers on behavioral intentions among youth in Sindh Pakistan

This study examines the impact of attitude, social media influencers, electronic word of mouth (e-WOM), and credibility on behavioral intention among Pakistani youth towards the textile industry. An online survey was distributed with the help of an adapted questionnaire from past studies. A total of 200 cases were considered in this study, and reliability analysis and regression analysis were performed in SPSS version 25. The findings revealed that all independent variables of attitude, social media influencers, e-WOM and credibility are positively and significantly impacted behavioral intention. In detail, results presented that attitude is positively and significantly affect behavioral intention (β=.152, p=.048), social media influencer is positively and significantly affected behavioral intention (β=.176, p=.023), e-WOM is positively and significantly affect behavioral intention (β=.174, p=.022), and credibility is positively and significantly affected behavioral intention (β=.154, p=.021). Social media influencer was found to have a more significant impact on the behavioral intentions of the youth of Pakistan due to higher beta values than the other independent variables. Therefore, policymakers in the textile industry can consider these variables to attract Pakistani Youth towards their behavioral intention in the future.