How Knowledge Influencers Shape Brand Conviction: Integrating Source Credibility and Parasocial Interaction Perspectives

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This study examines how knowledge influencers shape consumers’ brand conviction by integrating Source Credibility Theory and Parasocial Interaction Theory. It focuses on perceived attractiveness, expertise, trustworthiness, familiarity, connectedness, professionalism, and credibility. Data were collected from 425 Vietnamese consumers through an online survey and analyzed using PLS-SEM. The findings show that influencer characteristics are associated with parasocial perceptions, source evaluations, and brand conviction. The dataset provides empirical evidence for research on influencer marketing, consumer behavior, source credibility, parasocial interaction, and brand-related outcomes.

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