Influencer Credibility, Real-Time Interaction, eWOM, and Consumer Purchase Behavior in Local Fashion Industry in Makassar

DOI

10.2991/978-94-6239-709-5_168How to use a DOI?

Keywords

Social Media Influencer Credibility; Real-Time Interaction; Consumer Purchasing Behavior; Electronic Word of Mouth (eWOM); Local Fashion Brands

Abstract

This study investigates the influence of social media influencer credibility and real-time interaction on consumer purchasing behavior within the context of local fashion brands in Makassar, Indonesia. Furthermore, it examines the role of electronic word of mouth (eWOM) as a mediator between these variables. Employing Structural Equation Modeling (SEM), data were collected from 175 social media users who actively engage with local fashion influencers. The findings indicate that influencer credibility and real-time interaction positively affect eWOM, which subsequently has a significant impact on consumer purchasing behavior. These results highlight the critical role of influencer credibility in building consumer trust and the importance of real-time engagement in fostering deeper connections with audiences. Additionally, eWOM functions as a key mediator, enhancing the effects of both influencer credibility and real-time interaction on consumer decisions. The study offers valuable insights for local fashion brands aiming to optimize their marketing strategies through influencer partnerships and social media engagement. The implications of these findings extend beyond the local fashion industry in Makassar, suggesting potential applications across various sectors and geographical regions. Marketers and brand managers should prioritize collaborations with credible influencers capable of fostering authentic, real-time interactions with their audience. Moreover, businesses should develop strategies to encourage and leverage positive eWOM, recognizing its pivotal role in translating influencer efforts into tangible consumer actions.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - R. Muh Devgan Al Hasbi
AU  - Idrus Taba
PY  - 2026
DA  - 2026/06/20
TI  - Influencer Credibility, Real-Time Interaction, eWOM, and Consumer Purchase Behavior in Local Fashion Industry in Makassar
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 2402
EP  - 2415
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_168
DO  - 10.2991/978-94-6239-709-5_168
ID  - AlHasbi2026
ER  -