Vol. 13 No. 2 (2025): Business & Management Studies: An International Journal
Articles

The mediating role of perceived quality in the effect of attitude towards social media influencers on consumers' purchasing decisions: The case of Dubai chocolate

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  • Mehmet Arif Tuncer
Mehmet Arif Tuncer
PhD., İstanbul Gedik University, Institute of Postgraduate Education, İstanbul, Türkiye

Published 2025-06-25

Keywords

  • Social Media Influencer, Purchase Decision, Dubai Chocolate
  • Sosyal Medya Fenomeni, Satın Alma Kararı, Dubai Çikolatası

How to Cite

The mediating role of perceived quality in the effect of attitude towards social media influencers on consumers’ purchasing decisions: The case of Dubai chocolate. (2025). Business & Management Studies: An International Journal, 13(2), 634-646. https://doi.org/10.15295/bmij.v13i2.2578

Copyright (c) 2025 Mehmet Arif Tuncer

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The mediating role of perceived quality in the effect of attitude towards social media influencers on consumers’ purchasing decisions: The case of Dubai chocolate. (2025). Business & Management Studies: An International Journal, 13(2), 634-646. https://doi.org/10.15295/bmij.v13i2.2578

Abstract

Technological advances have led to an increasing number of business activities being conducted through digital platforms, with marketing, especially digital marketing, heavily relying on social media. Influencer marketing has become a key strategy where social media influencers promote products to their followers. Instagram, one of the most widely used social media platforms, features influencers with large followings and high engagement rates. Recently, Dubai chocolate has gained attention as a product frequently promoted through such channels. This study aims to investigate how consumers' attitudes toward social media influencers affect their purchase intention regarding Dubai chocolate and to examine the mediating role of perceived product quality. Data were collected through an online survey and analysed using correlation analysis in SPSS and structural equation modelling in AMOS. Results show that while the "expertise" dimension of influencer attitude does not affect purchase intention, "reliability" and "attractiveness" do. Moreover, perceived product quality fully mediates the effect of reliability and attractiveness on purchase intention, but not the effect of expertise.

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