پگاه توسلیان

Abstract

This study aims to explain how influencer credibility, message credibility, and media credibility within Instagram shape audiences’ urge to buy impulsively in the publishing industry. Given the growing role of social media in consumer decision-making and their reliance on influencers’ recommendations, examining audience trust in book influencers’ promotional posts is essential. The research employed a descriptive-survey method, using an online questionnaire distributed among followers of selected book influencers on Instagram. The statistical population consisted of these followers, with a sample size of ۳۸۴ respondents. Data analysis was conducted using descriptive statistics in    ۲۶, while SmartPLS ۳ was applied to test the hypotheses. Moreover, signaling theory served as the main theoretical framework to explain how credibility cues are transmitted and interpreted by audiences, ultimately affecting their trust and purchasing behavior.

The findings revealed that influencer credibility, message credibility, and media credibility all have a positive and significant effect on trust in influencers’ promotional posts, and that trust, in turn, plays a crucial role in enhancing urge to buy impulsively. Results also indicated that advertising literacy positively influences persuasion knowledge; however, the moderating effects of these two variables were not confirmed. Overall, this study not only contributes to the theoretical foundations of influencer marketing but also offers practical insights for publishers, book influencers, and cultural policymakers. By designing effective advertising campaigns that strengthen trust and engagement, they can encourage greater enthusiasm for reading and contribute to increasing the national reading rate.

Keywords: Advertising Literacy, Influencer Credibility, Influencer Marketing, Media Credibility, Message Credibility, Persuasive Knowledge, Publishing Industry, Signaling Theory, Trust, Urge to Buy Impulsively,