Companies now adapt to the rising social media trend because of the significant implications of social media influencers (SMIs) as brand endorsers. Scholars recommended examining the principal traits that allow SMIs to influence purchase intention instead of peripheral characteristics (e.g., number of followers). This manuscript uses the social learning theory (SLT) to examine the influence of the advertising effectiveness of an SMI on the consumers’ purchase intention towards the fresh poultry brand of a Philippine poultry integrator. Source credibility, source attractiveness, product matchup, and meaning transfer represent advertising effectiveness. Consumer attitude is a proposed moderator on the relationship between advertising effectiveness and purchase intention. Two hundred fifty-one middle-class Filipino mothers participated in the survey conducted in Metro Manila, Philippines. The manuscript proves that source credibility and attractiveness positively influence purchase intention. However, product matchup and the meaning transfer did not positively influence purchase intention. Furthermore, the manuscript proves that consumer attitude significantly moderates the influence of source credibility and source attractiveness on purchase intention. This manuscript offers recommendations as to how the observed company can strengthen the advertising effectiveness of its SMI to elicit greater purchase intention.
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