Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The rise of new age social media influencers and their impact on the consumers' reaction and purchase intention Subject The topic of the resource consumer perception; corporate credibility; endorser credibility; influencer marketing; millennials; purchase intention; social media Description An account of the resource The internet revolution and digitisation have created innovative platforms and spokespersons for brands beyond traditional media. The marketing landscape for brands and customers is evolving towards a more personal and authentic approach; adopting various social media platforms and influencers creates more brand engagement. Influencers are the new third-party endorsers, catering to and recommending products to their loyal community of followers. The influencer and their fans/followers are a brands new storytellers. However, selecting the right influencer for a brands promotional strategy requires careful consideration of several factors. This paper aims to study the impact/effect of these variables, namely, endorsers credibility and corporate credibility, on consumers attitudes towards the brand and its impact on purchase intention, with respect to the millennial era. In the present study, 14 Likert-based questions were designed, asking the respondents to rank their choice of agreement on a scale of 1 to 5. The results were obtained through statistical analysis, including measuring the relationship between variables using confirmatory factor analysis and regression techniques. And the study found that corporate credibility has a significantly higher impact (approximately 90%) than individual endorsements (including those by celebrities) in enhancing customers brand perception. Copyright 2024 Inderscience Enterprises Ltd. Creator An entity primarily responsible for making the resource Kumar S.; Nair P.; Sridharan A. Source A related resource from which the described resource is derived International Journal of Business and Emerging Markets, Vol-16, No. 1, pp. 89-106. Publisher An entity responsible for making the resource available Inderscience Publishers Date A point or period of time associated with an event in the lifecycle of the resource 2023-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1504/IJBEM.2024.135102" target="_blank" rel="noreferrer noopener">https://doi.org/10.1504/IJBEM.2024.135102</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179438502&amp;doi=10.1504%2FIJBEM.2024.135102&amp;partnerID=40&amp;md5=ae39486723a7aef64eacd5c38f44b6fd" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85179438502&amp;doi=10.1504%2fIJBEM.2024.135102&amp;partnerID=40&amp;md5=ae39486723a7aef64eacd5c38f44b6fd</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 17536219 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kumar S., School of Business and Management, Christ (Deemed to be University), Bangalore, India; Nair P., School of Business and Management, Christ (Deemed to be University), Bangalore, India; Sridharan A., School of Business and Management, Christ (Deemed to be University), Bangalore, India