Influencer Captions and Credibility on Instagram: Investigating Their Impact on Brand Trust, Brand Awareness and Purchase Intention

Authors

  • Sakher Faisal AlFraihat

    Department of Business Administration and Marketing, University of Seville, 41001 Seville, Spain
  • Khaled M. Aboalganam

    Faculty of Business, Amman Arab University, Amman 11953, Jordan
  • Mahmoud Alghizzawi

    Faculty of Business, Applied Science Private University, Amman 11931, Jordan
  • Mohammed Habes

    Radio & TV Department, Yarmouk University, Irbid 21163, Jordan
  • Orouba Almuhaisen

DOI:

https://doi.org/10.30564/fls.v7i6.9469
Received: 12 April 2025 | Revised: 23 Apri 2025 | Accepted: 17 May 2025 | Published Online: 4 June 2025

Abstract

The language used by social media influencers on social media sites plays an important role in how the audience receives the message. This study aims to explore the relationship between the credibility of social media influencers, specifically on Instagram, and consumers’ purchase intention. The study focuses on the mediating role that brand trust and brand awareness play in enhancing this effect. One of the most popular subfields of digital marketing is influencer marketing, which seems to be a good way to reach customers when used in advertising campaigns. However, there is a lack of research on this topic. This research examines the relationship between influencer credibility and purchase intention using brand awareness and brand trust. The results show that influencer credibility has a beneficial effect on purchase intention, brand awareness, and brand trust. In addition, brand awareness influences brand trust. In addition, brand awareness and trust have a beneficial effect on purchase intention. The results of the mediation research showed that brand awareness and trust act as a mediating factor between the positive effects of influencer credibility and purchase intention. Overall, the research contributed to the existing body of knowledge on influencer credibility. In addition to enriching the literature on the topic, the research addressed several management applications that can help marketers make better decisions regarding their collaborations with social media influencers.

Keywords:

Influencer Marketing; Influencer Credibility; Brand Awareness; Brand Trust; Purchase Intention; Linguistic Strategies; Instagram Captions; Persuasive Language

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How to Cite

AlFraihat , S. F., Aboalganam , K. M., Alghizzawi , M., Habes, M., & Almuhaisen , O. (2025). Influencer Captions and Credibility on Instagram: Investigating Their Impact on Brand Trust, Brand Awareness and Purchase Intention. Forum for Linguistic Studies, 7(6), 314–330. https://doi.org/10.30564/fls.v7i6.9469

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Vol. 7 , Iss. 6 (June 2025): In progress

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Copyright © 2025 Sakher Faisal AlFraihat , Khaled M. Aboalganam , Mahmoud Alghizzawi , Mohammed Habes, Orouba Almuhaisen

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