SOURCE CREDIBILITY AND SOURCE ATTRACTIVNESS OF INFLUENCERS EDNDORSING BRAND EVALUATION TO RUNNING SHOE OF CONSUMERS

Abstract

The objectives of this study aimed 1) To study the factor of source credibility of the influencer 2) To study brand evaluation to running shoes 3) To study Source credibility of the influencers that endorse on brand evaluation to running shoes of consumers. Four hundred questionnaires were distributed to collect data and convenience sampling technique was used in this study. The data was analyzed by using frequency, percentage, mean and standard deviations. Test of hypotheses was performed by multiple regression analysis at a .05 statistical significance level. The result of the study shown that source credibility of the influencers in the attractiveness, familiarity, trustworthiness and expertise factors endorse on brand evaluation to running shoes at a .05 statistical significance level. The study shown that similarity and likeability factors do not endorse on brand evaluation to running shoes of consumers.