influencer effectively communicate with the targeted consumers through social aspects and influence. Therefore, the theory is helpful in determining the criteria at which marketers can use to choose an effective influencer in the cosmetic industry. Source Credibility Theory Source credibility theory illustrates the trustworthy attractiveness along with the communicator reliability concerning the product information. The theory measures the extent at which the targeted population for a product perceives the source to have extensive and reliable knowledge and knowledge about the products or services (Hu, Chen & Davison, 2019, p.306). Thus, source credibility concept can be used to show the negative affiliation of self-image and self-concept within an influencer also determines the level of credibility of information. It implies that sometimes most reliable sources of information might not be effective than less-
credible ones. The predisposition in this way concerning the message and the intensity at which the audience understand it meaning that a low-credible source can have a high persuasion than highly credible sources such as self-image of an influencer. References Djafarova, E. and Rushworth, C. (2017). ‘Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users’. Computers in Human Behaviour, 68(2017). pp: 1-7. Hu, X., Chen, X. and Davison, R.M., 2019. Social support, source credibility, social influence, and impulsive purchase behavior in social commerce. International Journal of Electronic Commerce , 23 (3), pp.297-327. Rosenzweig, P., 2014. The halo effect:... and the eight other business delusions that deceive managers . Simon and Schuster.
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