Due to the increasing development and use of social media, influencers have become more prevalent. Besides their role of brand endorsers, as their popularity and income from endorsing other brands grows, they increasingly develop their own brands. Motivated by the potential for higher earnings and by other influencers who have developed successful product or service brands, they develop various clothing brands, cosmetic brands, fitness training programs, and even travel agencies. Consumers consider influencers credible and identify with them; hence, influencers have the power to influence consumers' attitudes toward specific brands and their purchasing decisions. As influencers use their credibility to influence positive attitudes and purchase intent for consumers of other brands they support, they also have an impact in the context of brands they have developed themselves. Therefore, the aim of this study is to investigate the role of credibility, including reliability, expertise, and attractiveness of influencers in shaping attitudes and purchase intent for their products or services. In order to fulfill the set goal, empirical research was conducted on a convenient sample of 189 participants through a structured survey questionnaire in digital form. The results of the research indicate that participants consider influencers who have developed their own brand to be attractive and experts but relatively less reliable. More precisely, it was found that the credibility of an influencer, as well as the perceived alignment between the influencer and their brand, has a relatively low impact on attitudes and purchase intent when it comes to their products or services.