Purpose – The present research examines an underlying mechanism outlining how features of the influencers’ content influence the consumers’ urge to buy impulsively through the mediation of trust. Moreover, the moderating role of persuasion knowledge is also investigated in this study. Design/methodology/approach – By employing persuasion theory and social capital theory, this study develops a framework that is tested on 251 social media users. The PLS-SEM modeling technique is employed for data analysis. Findings – Results indicate that vicarious expressions and informational value are the two main characteristics of the influencer’s content, which develop trust in influencers’ posts and instigate an UBI. In addition, trust in influencer posts serves as a mediator between content chara cteristics and UBI. However, no moderating role of persuasion knowledge was found. Originality/value – The present study offers an inclusive understanding of how marketers can strategically use influencers by leveraging the influential power of their content.
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