Unraveling the Dynamics of Social Media Influencers on Sustainable Purchase Intentions and Environmental Awareness Among People with Disabilities: A Focus on the Moderating Role of Disability Types

This research explores how social media influencers (SMIs) impact the intentions of people with disabilities to engage in purchasing behavior and increase their awareness. Using a quantitative approach, the study specifically examines the impact of content quality and information credibility while also considering disability types as a moderating factor. The results from a targeted survey show that influencer content and credibility significantly affect both awareness and sustainable purchase intentions. Additionally, the study reveals how different types of disabilities moderate both relationships. These findings provide insights for marketers targeting vulnerable populations while emphasizing the importance of an inclusive approach in influencer marketing. Although this research focuses on Tunisia, a developing economy, it paves the way for subsequent cross-cultural studies and broader applications in different cultural contexts, thus contributing to a more comprehensive understanding of how influencer marketing can promote sustainable and prosocial consumer behavior in various settings.