Figure 1
The diagram starts on the left side, with two boxes arranged vertically, labeled from top to bottom as “Influencers’ credibility” and “Consumer involvement”, with a downward arrow labeled “H 4” connecting from the upper box to the lower box. In the top center of the diagram, a box is labeled “Attitude towards the Ads on Instagram”. At the bottom center of the diagram, a box is labeled “Attitude towards influencer endorsed product”. On the far right, a box is labeled “Purchase intention”. From “Influencers’ credibility”, solid arrows labeled “H 1”, “H 2”, and “H 3” extend rightward and upward toward other constructs: “H 1” points to the top center “Attitude towards the Ads on Instagram”, box. “H 3” points to the “Purchase intention” box. The arrow labeled “H 2” slopes downward toward the lower central box labeled “Attitude towards influencer-endorsed product”. From “Consumer involvement”, solid arrows labeled “H 5”, “H 6”, and “H 7” extend rightward and upward toward other constructs: “H 5” points to the top center “Attitude towards the Ads on Instagram”, box. “H 6” points to the “Purchase intention” box. The arrow labeled “H 7” points to the “Attitude towards influencer-endorsed product” box. A dashed arrow labeled “H 10” extends from “Consumer involvement” to “Purchase intention”. From “Attitude towards the Ads on Instagram”, an arrow labeled “H 8” points downward and rightward to “Purchase intention”. From “Attitude towards influencer-endorsed product”, an arrow labeled “H 9” points upward and rightward to “Purchase intention”. A dashed vertical line connects “Influencers’ credibility” and “Consumer involvement”. A legend at the bottom left indicates that solid arrows represent “Direct effect” and dashed arrows represent “Indirect effect”. The whole diagram is enclosed in a solid box.Conceptual Framework. Source: Authors' own work