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\begin{document}

\title{A historical comparison of social media influencer's effect on purchase
intention of health related products: A longitudinal pre-post Covid 19
study using an Artificial Neural Network (ANN) and Structural Equation
Modeling (SEM)}



\author[1]{Sherbaz Khan}%
\author[2]{Syed Imran Zaman}%
\author[1]{Adeel Shah}%
\author[3]{Adnan Anwar}%
\affil[1]{Institute of Business Management College of Business Management}%
\affil[2]{Southwest Jiaotong University}%
\affil[3]{Pakistan Air Force Karachi Institute of Economics and Technology}%


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  \date{May 26, 2024}


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\begin{abstract}
\textbf{Purpose:} This research examines the connection between social
media influencers and consumer buying intent in a longitudinal study
studying the historical difference pre and post covid 19. This article
utilizes the concepts of source reliability and TRA to determine what
aspects of influencers---such as Trustworthiness and credibility
influence consumers' purchase decisions of health related products.
\textbf{Methodology:} This study's data collection used a Google Form
survey of 28 predetermined questions. In total, 324 valid questionnaires
were submitted by the respondents. The vast majority of these
respondents were students. With the help of the Smart PLS 4 program, the
study performed a partial least squares structural equation modeling
(PLS-SEM) analysis of the data. The result was late cross-validated
using Artificial Neural Network ANN. \textbf{Findings:} The data shows a
positive correlation between an Influencer's credibility and consumer
decisions. The influencers' credibility is the most critical factor in
determining whether they will purchase. In particular, credibility is
the most crucial factor influencing a customer's purchase. This research
shows that people's (students') reactions to influential figures have
evolved. The Trustworthiness of influencers is a bigger draw for them.
\textbf{Originality:} This research studied the influence of social
media influencers before covid and after covid by collecting data before
covid (a general study), then collecting data after covid and then
comparing the result using Multi-Group Analysis (MGA) in smart PLS 4.
\textbf{Practical Implications:} Successful social media influencer
marketing is attributed to the expertise and credibility of the
influencer, the product's match within the influencer's specialty, and
the engagement of the target audience. Using this information, marketers
can identify relevant influencers for their products and develop
campaigns that appeal to the requirements and desires of their target
demographic.%
\end{abstract}%



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