The Impact of Influencer Credibility and Electronic Word of Mouth (e-WOM) on Purchase Intention: The Mediating Role of Brand Image among Consumers in Sulaymaniyah City

Abstract

The increasing role of technology in marketing and customer service, primarily through social media, has transformed consumer behavior in the Kurdistan Region of Iraq (KRI), particularly in Sulaymaniyah. Consumers now have greater access to information, affecting their purchasing behavior, brand loyalty, and willingness to buy. Influencers and user-generated content have shifted consumers’ research activities online, significantly affecting both urban and rural populations, as well as high- and low-income individuals, particularly among younger consumers in Sulaymaniyah. A quantitative survey was administered via a structured online questionnaire distributed across several social media platforms, including Facebook, Instagram, WhatsApp, Telegram, and Viber, which are widely used in Sulaymaniyah. Using non-probability sampling methods (convenience and snowball), 417 valid responses were collected between 18 April and 1 July 2025. The items were measured on a five-point Likert scale. Data were analyzed using SPSS version 25, employing descriptive statistics, reliability analysis, correlations, multiple regression, and mediation analysis. The results show that influencer credibility and e-WOM significantly predict purchase intention; brand image also exerts a positive effect and partially mediates the relationships between the independent variables and purchase intention. The study contributes to the limited body of regional literature by providing evidence from Sulaymaniyah and offers practical guidance to firms on how to partner with credible influencers and encourage authentic user-generated content to strengthen brand image and drive purchase behavior.