28 results on '"Social media influencers"'
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2. The Impact of Social Media Influencer Marketing on Purchase Intention in Bahrain
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AlKoheji, Aysha, Hamdan, Allam, Hakami, Assma, Kacprzyk, Janusz, Series Editor, Hamdan, Allam, editor, and Aldhaen, Esra Saleh, editor
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- 2024
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3. SOSYAL MEDYA FENOMENİ PAZARLAMASINDA BENLİK UYUMU ALGISININ SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ: PARA-SOSYAL ETKİLEŞİMİN ARACILIK ROLÜ.
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GELİBOLU, Müzeyyen
- Abstract
Copyright of Journal of Marketing & Marketing Research / Pazarlama ve Pazarlama Araştırmaları Dergisi is the property of Pazarlama & Pazarlama Arastirmalari Dernegi and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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- 2024
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4. Social Media Influencer Marketing: How Influencer Content Help?
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Liu, Shuzhen, Aw, Eugene Cheng-Xi, Tan, Garry Wei-Han, Kacprzyk, Janusz, Series Editor, Gomide, Fernando, Advisory Editor, Kaynak, Okyay, Advisory Editor, Liu, Derong, Advisory Editor, Pedrycz, Witold, Advisory Editor, Polycarpou, Marios M., Advisory Editor, Rudas, Imre J., Advisory Editor, Wang, Jun, Advisory Editor, Al-Sharafi, Mohammed A., editor, Al-Emran, Mostafa, editor, Al-Kabi, Mohammed Naji, editor, and Shaalan, Khaled, editor
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- 2023
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5. How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value.
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Sánchez-Fernández, Raquel and Jiménez-Castillo, David
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SOCIAL media ,INTENTION ,SOFT power (Social sciences) ,BRAND name products ,POWER (Social sciences) - Abstract
Despite the current relevance of social media influencers in brand communication strategies, questions remain about the factors that determine their influential power and how this power affects follower behaviour. This research examines the role of emotional attachment and perceived information value in the process of influence that can lead followers to manifest behavioural intentions toward the brands endorsed by influencers. The results show that both factors act as determinants of followers' perceived influence, which in turn predicts followers' positive word-of-mouth (WOM) about recommended brands and purchase intention. In fact, perceived influence plays a mediating role in these relationships. Positive WOM and purchase intention are also significantly related. The findings contribute to a deeper understanding of the nature and effects of the persuasive power of social media influencers. Key implications for researchers and practitioners are discussed. [ABSTRACT FROM AUTHOR]
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- 2021
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6. How Does Social Media Influencer Credibility Blow the Promotional Horn? A Dual Mediation Model.
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Shoukat, Muhammad Haroon, Selem, Kareem M., and Asim Shah, Syed
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INFLUENCER marketing , *INTERNET celebrities , *SOCIAL media , *MARKETING literature , *CLOTHING industry - Abstract
The ability of social media influencers (SMIs) to shape their followers' intentions to purchase the recommended brands (IPB) by creating content on social media platforms is critical. This has received little attention in influencer marketing literature. Drawing on source credibility theory, this study investigates the dual mediation of emotional attachment (EA) and influence of presumed influence (IPI) in the relationship between SMIs' credibility and followers' IPB in the Pakistani fashion context. A self-administered questionnaire was used to collect data from 346 social media users. PLS-SEM results revealed that SMIs' credibility does have a negative influence on IPB. However, SMIs' credibility is positively related to both EA and IPI. Furthermore, EA and IPI fully mediated the relationship between SMIs' credibility and IPB. This research deepened knowledge about the phenomenon of followers' emotional bonding with SMIs. This paper also offers valuable theoretical and practical implications for academics and practitioners in the fashion industry. [ABSTRACT FROM AUTHOR]
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- 2023
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7. How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships.
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Ashraf, Arif, Hameed, Irfan, and Saeed, S. Amir
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INFLUENCER marketing ,INTERNET celebrities ,PARASOCIAL relationships ,SOCIAL media ,CONSUMERS ,DISTRIBUTIVE justice - Abstract
In recent years, social media influencers (SMIs) have become part of the strategic communication of firms because the traditional form of mass media communication is losing its effectiveness. Thus, it is imperative to study the effects of communication through SMIs on marketing outcomes, such as purchase intentions. Based on the fairness dimensions, that is, information, distributive, interpersonal, and procedural, and dimensions of source credibility, that is, attractiveness, expertise, trustworthiness, and similarity, this research investigated how technology‐oriented SMIs (T‐SMIs) foster parasocial relationships (PSRs) with followers. Purposive sampling was employed to collect data from 506 active social media users. Data were analysed through IBM AMOS and SPSS 26. The results of the study suggested that attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness are positively related to fostering PSR with followers. In contrast, distributive fairness does not strengthen PSR with followers; furthermore, the study findings suggested an indirect positive influence of attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness on the purchase intentions of consumers via PSR. This study is useful for academia and industry since it fills important gaps in the literature and provides recommendations to brand managers of technology companies about selecting appropriate SMIs for the endorsement of their brands. [ABSTRACT FROM AUTHOR]
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- 2023
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8. Exploring the effectiveness of fashion recommendations made by social media influencers in the centennial generation.
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Cabeza-Ramírez, L. Javier, Sánchez-Cañizares, Sandra M., Santos-Roldán, Luna M., and Fuentes-García, Fernando J.
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INFLUENCER marketing ,INTERNET celebrities ,FASHION ,PLANNED behavior theory ,SOCIAL groups ,RISK perception ,TECHNICAL textiles ,SOCIAL media - Abstract
Previous literature has highlighted the social media influencer's (SMI's) credibility as a crucial factor in explaining the persuasive power of recommendations. To date, however, there have been very few studies that have shed light on the role of the audience's product involvement in mitigating risk and enhancing the authenticity of SMIs' messages. The present analysis sought to fill this gap, checking whether the relationship between involvement (fashion consciousness), perceived risk, and perceived message authenticity among SMIs' had an impact on the audience's attitude and purchase intention. To do so, we present a new exploratory model using an extension of the theory of planned behavior, and we focus on fashion recommendations aimed at the centennial generation. The empirical analysis was carried out on a sample of 690 SMI followers, using partial least squares–structural equation modeling. The results confirmed that high levels of involvement with fashion products improved the perceived authenticity of the recommendations, increased the influence of the social group of belonging, and intensified the power of the recommendations. This paper contributes to the literature by studying a set of variables that have proved relevant to the analysis of influencer marketing. Moreover, as a novelty, the research provides knowledge on the presence of perceived risk and the influence of product involvement on younger consumers. Our results could help managers, marketers, and influencers in the fashion and textile industry. By identifying product involvement as a key construct, we confirmed that the different operators must work on product promotions that appeal to fashion values. [ABSTRACT FROM AUTHOR]
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- 2023
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9. Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis.
- Author
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Ao, Lie, Bansal, Rohit, Pruthi, Nishita, and Khaskheli, Muhammad Bilawal
- Abstract
This research aims at providing a meta-analysis of empirical findings of the literature on the characteristics of social media influencers on customer engagement and purchase intention. For this purpose, researchers derived eight social media influencers' characteristics, i.e., homophily, expertise, trustworthiness, credibility, congruence with the product, entertainment value, informative value, and attractiveness. The current study synthesizes 176 effect sizes derived from 62 individual studies, and 22,554 individuals act as an aggregate sample. Results revealed that these characteristics have a moderate to high correlation with customer engagement and purchase intention. The entertainment value of social media influencers has the strongest association with customer engagement among all the attributes studied in this analysis. It also concluded that the credibility of influencers impacts purchase intention more than any other attribute. This work provides a novel approach to reducing the heterogeneity in influencer marketing research by empirically specifying the directions of relationships and the extent of the effect of these relationships. [ABSTRACT FROM AUTHOR]
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- 2023
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10. Self-Influencer Congruence: A Stimulus towards Purchase Intention.
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Abbasi, Muhammad Nauman, Altaf, Aqsa, Hassan, Nadir Munir, and Sarwat, Nosheen
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SOCIAL media ,CLOTHING industry ,SOCIAL interaction ,INFORMATION technology - Abstract
This research intends to investigate the impact of self-influencer (actualself and ideal-self) congruence on the purchase intention of customers through the mediation of para-social interaction and perceived altruistic motive. It demonstrates the contextual examination of self-influencer congruence with reference to the Apparel Industry of Pakistan. An online questionnaire was developed to collect data from 270 respondents who were members of fashion related forums. The study hypotheses were tested using structural equation modelling through Smart PLS. The findings revealed that self-influencer congruence has a significant indirect relationship with purchase intention through the mediating effects of para-social interaction and perceived altruistic motive. Additionally, the findings provide valuable insights regarding the use of social media influencer marketing and contribute to the scarce body of knowledge concerning self-influencer congruence especially in the context of the emerging IT-based economy of Pakistan. This is among the initial studies to examine the effect of self-influencer congruence on perceived altruistic motive in the Apparel Industry of Pakistan. Lastly, it addresses the study's limitations and provides recommendations for future researchers along with implications for practitioners. [ABSTRACT FROM AUTHOR]
- Published
- 2023
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11. Influencer marketing: purchase intention and its antecedents
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Li, Yi and Peng, Yangying
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- 2021
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12. Exploring the impact of social media influencers on customers' purchase intention: A sequential mediation model in Taiwan context.
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Kanwar, Anu and Yu-Chuan Huang
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INFLUENCER marketing ,INTERNET celebrities ,PERCEIVED quality ,CONSUMER behavior ,CONSUMERS ,ADVERTISING ,MEDIATION - Abstract
Objective: The objective of the article is to investigate the impact of social media influencers (SMI) on Taiwanese customers' intent to buy, using sequential mediating effects of parasocial interaction, perceived value, and brand image. Research Design & Methods: The study focused on Taiwan and 384 samples were gathered using a convenience- based sampling technique. Variance-based structural equation modelling (SEM) was used to evaluate the sequential mediating effects through Smart PLS 3.0 statistical software. Findings: The study's findings suggested that social media influencers' credibility has a statistically significant impact on generating a parasocial relationship with the audience, leading to positive perceived quality and brand image that eventually results in purchase intention. Implications & Recommendations: The full sequential mediating model reflected that brand managers should choose the right social media figure who can connect with consumers and who simultaneously acts as a catalyst for the advertising industry. Contribution & Value Added: This study contributes in anticipating consumer behaviour and understanding the role of social media influencers credibility in developing a sense of intimacy with the audience and examining its antecedents in one conceptual model in the form of the comprehensive and sequential model, which is a novel theoretical insight for media figures and consumer purchase behaviour literature. [ABSTRACT FROM AUTHOR]
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- 2022
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13. Momentum for organic food purchase intention and actual adoption- moderating effects of social media influencer and celebrity endorser.
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Kalam, Abul, Monirul Islam, S.M., and Akterujjaman, S.M.
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CONSUMER behavior , *PLANNED behavior theory , *INFLUENCER marketing , *SUSTAINABLE consumption , *CONSUMPTION (Economics) , *ORGANIC foods - Abstract
• Consumer individual and business related factors influence to organic food purchasing behavior. • Consumer purchase intention can be turned into actual consumption. • Consumer purchase intention roles as a mediator in the proposed relationships. • Moderating effects of social media influencers and celebrity endorsers in the proposed links. • Promotion of organic food consumption in emerging markets for environmental sustainability. Despite extensive research into the factors influencing organic food consumption intention, a notable gap exists in understanding how this intention translates into actual consumption behavior. Addressing this gap, this study employs the Theory of Planned Behavior (TPB) to investigate consumer individual and business-related factors that shape the intention to purchase organic food and subsequently influence its actual acquisition. We collected primary data from organic food consumers in major departmental stores in Bangladesh through a questionnaire survey. We analyzed the data using structural equation modeling (SEM) with AMOS v-24 and PROCESS MACRO v-4.20 software. The findings reveal significant direct, mediating, and moderating effects within the pathways delineated by the model. By uncovering these effects, the study offers valuable insights into the interplay of consumer individual and business-related factors in shaping both intention and actual behavior toward organic food consumption. Our research contributes to validating and extending the Theory of Planned Behavior (TPB) framework and provides practical implications for scholars and policymakers managing organic food consumption. By exploring these factors, we are equipping them with fresh perspectives and insights that can be directly applied in their work. This study, by elucidating the dynamics between intention and behavior, aids in developing more effective strategies to promote sustainable consumption practices in the realm of organic food, thereby empowering and motivating them to make a real difference in this field. [ABSTRACT FROM AUTHOR]
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- 2025
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14. Examining The Nexus Between Social Media Influencers And Customer Purchase Intention: A Multi Regression Approach.
- Author
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Khan, Ayesha, Riaz, Hadiqa, Ahmed, Hassaan, and Idrees, Muhammad Abdullah
- Abstract
In a digital inclusive environment, social media influencers have become one of the most potential segments for marketers because of their persuasive role in customer information networks. They update their followers with offers, new products and even endorse companies’ offerings to encourage purchase direction. Because of the increasing popularity of social networking sites, the significance of social media influencers has become more alive than ever. Marketers have realized the inevitable importance of individual influencers as the information disseminated is trusted and organic. Thus, the current study examined the impact of social media influencers on customer purchase intention considering source credibility, source attractiveness, product matchup and meaning transfer as the main contributing factors of social media influencers. For the current study, data was collected from 250 respondents with personal social media accounts and were analyzed by using a multi regression technique. The results substantially indicate that influencer’s credibility, attractiveness and product match up significantly effect customer intention to purchase different products. The findings of the study will support marketers to devise effective social media strategies in order to revive the former and current customer relationship. Besides, the study concludes recommendations for the marketers to promote their products in such a way that cultivate interest in customers to get their hands on different offerings. [ABSTRACT FROM AUTHOR]
- Published
- 2022
15. Factors Influencing Shopee Users’ Intention to Purchase Products during Shopee Philippines’ Big Online Shopping Events.
- Author
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Bacay, Isabela, Ramirez, Roiel Anthony, Ramos, Franceline Naomi, and Grimaldo, Jun R.
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ONLINE shopping ,ELECTRONIC commerce ,PANDEMICS ,SALES promotion ,SHOPPING mobile apps - Abstract
The growth of E-Commerce in the Philippines has shifted dramatically at an unprecedented pace during the COVID-19 pandemic, forcing consumers to shop online. The change in consumer behavior created a domino effect both for physical stores and e-commerce platforms. With the impact on the said area, the study focused on Shopee’s big online shopping events that make the platform the #1 Online Shopping Application in the Philippines as of 2020. The study empirically observed and analyzed how the factors influenced users to participate and develop their purchase intentions, considering the ongoing pandemic, allowing the researchers to identify the gaps in an online event. The factors that were observed are Celebrity Endorsers & Social Media Influencers, Advertising Appeal, Creative Sales Promotion/s, and Timing. The study used an online survey questionnaire, allowing the researchers to gather quantitative data through Likert Scale questions or statements that asked the respondents to answer based on their level of agreement. The effectiveness of each factor and its influence on purchase intention were determined by performing Descriptive Statistics and Regression Analysis as it was revealed that creative sales promotions (offering free vouchers, providing promotional codes, discount deals, etc.) to consumers and timing of events have a significant effect on Shopee users’ purchase intention, which are ideal for marketers to use as tools to develop effective marketing strategies to attract and persuade consumers to purchase products. However, Celebrity Endorsers & Social Media Influencers and Advertising Appeal are not significant or have no influence on online shoppers’ intention to purchase. As these may not be the ideal marketing tools or strategies to persuade consumers to buy, these can be relevant when it comes to building brand image and increasing brand awareness. The findings provided online businesses with insights to influence users’ purchase intent during online shopping event sales. [ABSTRACT FROM AUTHOR]
- Published
- 2022
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16. The Power of Social Media Influencers: A Study of Public Perception of Credibility among Kuwaitis.
- Author
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AlSalem, Fatima S.
- Subjects
SOCIAL media ,PUBLIC opinion ,KUWAITIS - Abstract
Copyright of Journal of the Gulf & Arabian Peninsula Studies is the property of Kuwait University, Academic Publication Council and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Published
- 2021
- Full Text
- View/download PDF
17. Influencers and their impact on the consumer’s purchase intention: The luxury industry
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Baptista, Mariana Inês and Orghian, Diana
- Subjects
Luxury Products ,Produtos de luxo ,Brand Prominence ,Marketing de influência ,Marketing das redes socias ,Electronic Word-of-Mouth ,Passa-a-palavra eletrónico ,Proeminência da Marca ,Social Media Marketing ,Influencer Marketing ,Indústria do luxo ,Influenciadores das redes socias ,Purchase Intention ,Intenção de Compra ,Social Media Influencers ,Luxury Industry - Abstract
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence In a world where being online is part of the daily lives of most consumers, a brand’s online presence is of even greater importance. Companies are seen to be increasingly investing on several tools provided by social media marketing, particularly in Influencer marketing. Despite its great adoption, this supposedly new strategy in the area of marketing is still lacking research concerning its application. Therefore, the aim of this dissertation is to investigate how brand prominence in products promoted by an Influencer impacts the consumer’s perception of a luxury product and its purchase intention. Thus, the present study reflects confirmatory research, specifically an experimental design, where quantitative data was gathered through an online survey. The research results not only revealed that brand prominence had a marginally significant positive impact on perceived social status of the product, but it also became clearer that when the number of positive attributes that a SMI has increases, the purchase intention for the luxury product he/she is sponsoring also increases. Moreover, if the number of matters where the respondent and the SMI are similar rises, the purchase intention for the luxury product he/she is sponsoring also rises. Likewise, the match between the SMI and the product is indeed positively correlated with purchase intention, and perceived social status associated with the product was also proved to lead to higher purchase intention. Ultimately, the present dissertation sought to provide greater knowledge to the current state of the art, contributing in a managerial and academic manner, as well as to the field of marketing. Num mundo onde estar online faz parte da vida quotidiana da maioria dos consumidores, a presença online de uma marca reveste-se de uma importância ainda maior. As empresas têm vindo a investir cada vez mais em vários instrumentos fornecidos pelo marketing das redes sociais, particularmente, no marketing de influência. Apesar da sua grande adoção, esta estratégia supostamente nova na área do marketing ainda carece de investigação no que diz respeito à sua aplicação. Como tal, o objetivo da presente dissertação é investigar como a prominência da marca em produtos promovidos por um Influenciador impacta a perceção do consumidor acerca de um produto de luxo bem como a sua intenção de compra. Assim, o presente estudo reflete uma pesquisa confirmatória, mais especificamente um desenho experimental, onde os dados quantitativos foram reunidos por meio de um questionário online. Os resultados da pesquisa revelaram não só que a proeminência da marca teve um impacto marginalmente significativo e positivo na perceção do status social do produto, mas também ficou ainda mais claro que quando o número de atributos positivos que um SMI possui aumenta, a intenção de compra do produto de luxo que ele/ela está a patrocinar também aumenta. Além disso, se o número de matérias em que o respondente e o SMI são semelhantes aumenta, aumenta também a intenção de compra do produto de luxo que está a ser patrocinando. Da mesma forma, a correspondência entre o SMI e o produto está positivamente correlacionada com a intenção de compra, e o status social percebido associado ao produto também mostrou levar a um aumento na intenção de compra do mesmo. Em última análise, a presente dissertação procurou proporcionar um maior conhecimento ao atual state of the art, contribuindo de forma académica, bem como para a área de gestão e do marketing.
- Published
- 2023
18. The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude.
- Author
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Xin Jean Lim, Radzol, Aifa Rozaini bt Mohd, Jun-Hwa Cheah (Jacky), and Mun Wai Wong
- Subjects
PURCHASING ,SOCIAL media ,CONSUMER attitudes ,BUSINESS enterprises ,TRUTHFULNESS & falsehood - Abstract
Social media influencers are first explored in the advertising field, particularly to create buzz in the younger markets and further expand social media coverage in businesses. This study is designed to investigate the effectiveness of social media influencers, focusing on source credibility, source attractiveness, product match-up, and meaning transfer. Consumer attitude is proposed to mediate between both the exogenous and endogenous relationships. Data collection was designed using the purposive sampling method and the dataset of 200 respondents was then analysed using PLS-SEM technique. All hypotheses are found to be supported except for source credibility. Mediating effects of consumer attitude are also determined. Implications, limitations, and suggestion for recommended research are further discussed. [ABSTRACT FROM AUTHOR]
- Published
- 2017
- Full Text
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19. ‘You really are a great big sister’ – parasocial relationships, credibility, and the moderating role of audience comments in influencer marketing
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Vilma Luoma-aho, Devdeep Maity, Juha Munnukka, and Hanna Reinikainen
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Strategy and Management ,sosiaalinen media ,Sister ,influencer marketing ,credibility ,vaikuttajaviestintä ,vaikuttajamarkkinointi ,0502 economics and business ,Credibility ,Social media ,audience comments ,brand trust ,digitaalinen markkinointi ,health care economics and organizations ,Marketing ,purchase intention ,social media influencers ,ostokäyttäytyminen ,05 social sciences ,Advertising ,Influencer marketing ,brändit ,somevaikuttajat ,luottamus ,Brand trust ,parasosiaalinen markkinointi ,050211 marketing ,Psychology ,050203 business & management ,parasocial relationship - Abstract
This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing. peerReviewed
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- 2020
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20. IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY DIMENSIONS ON CONSUMER BEHAVIOR : An Empirical Study related to Influencer Marketing on Pakistan’s Fashion Industry
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Baig, Faizan and Shahzad, Saad Ullah
- Subjects
purchase intention ,social media influencers ,fashion industry ,social media influencer marketing ,attractiveness ,expertise ,attitude toward the brand ,trustworthiness ,Social media platforms ,Business Administration ,Företagsekonomi - Abstract
This research aims to investigate the impact of social media influencer’s credibility dimensions (Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention of customers and customer's attitude towards the brand). This proposed theoretical framework is based on social learning theory and the theoretical implications of the previous literature which is related to social media influencer marketing. For this empirical study, the data has been collected from Pakistani consumers who are following social media influencers who share and endorse products related to the fashion industry. Data is collected from 149 individuals out of which 135 were valid respondents. Results reveal that social media influencer's credibility dimension (Trustworthiness, Attractiveness, and Expertise) positively influence the customer’s attitude towards the brands as well as the purchase intentions of the customers. In addition, the study has significance for social media influencers in the fashion and style sector in terms of understanding the factors of followers' devotion to them and the noticeable effects of followers' allegiance on their behaviour. This study adds to the literature on social media influencer marketing by demonstrating the importance of follower’s perspective towards the social media influencers. Previous studies lack in providing the Pakistan perspective related to social media influencermarketing and this research attempts to fulfill that gap. Another important aspect of this study is that the pictures of influencers have been used to conduct this research.
- Published
- 2022
21. Examining the impact of social media influencer’s credibility dimensions on consumer behavior
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HUSSAIN, ANA and ALI, ZAHID
- Subjects
purchase intention ,social media influencers ,followers’ loyalty to the influencers ,social media influencer marketing ,attractiveness ,expertise ,trustworthiness ,Social media platforms ,attitude toward the brand ,Business Administration ,Företagsekonomi - Abstract
Purpose: The study aims to explore the effects of social media influencers' credibilitydimensions (attractiveness, trustworthiness, and expertise) on consumer behavior (purchase intention and attitude towards the brand) while considering the followers' loyalty as the mediating variable in the fashion industry.Theoretical approach: The proposed conceptual model of the study is based on assumptions of source credibility theory and theoretical reasonings provided in the previous literature related to social media influencer marketing.Design/methodology: Quantitative research design is used and data is collected through selfreported questionnaires. The population of the study consists of social media users who follow social media influencers on different social media platforms. Findings – Based on data collection from 225 Pakistani respondents, the analysis of the study indicates a positive impact of the three social media influencer credibility dimensions on the purchase intention, and followers’ attitude towards the endorsed brands. Moreover, influencers’ credibility positively impacts followers’ loyalty to the influencers. In addition to the direct effects, followers’ loyalty towards the influencers partially mediated (1) the relationship between influencers’ credibility and purchase intention, as well as (2) the relationship betweeninfluencers’ credibility and followers’ attitude towards the brand. Practical implications – The findings of the thesis provide implications for businesses and marketers to understand the role of credible social media influencers in shaping consumer behavior and it also answers the question of how they influence it.Originality/value – This study adds to the influencer marketing literature by investigating the mediating role of followers’ loyalty in between the relationship of influencer’s credibility and purchase intention of followers as well as their attitude towards the brand.
- Published
- 2022
22. The impact of social media influencers on consumer perception about the product and purchase intention
- Author
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Rodrigues, Rita Vicente and Orghian, Diana
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Product Match-up ,Consumer Perception ,Influenciadores das redes sociais ,Source Attractiveness ,Communication ,Source Credibility ,Intenção de compra ,Purchase Intention ,Social Media Influencers - Abstract
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence The growing popularity of social media networks has been enabling individuals to attract large audiences on these platforms. This new group of opinion leaders, the social media influencers (SMIs), have massive network potential and influential power over consumers, representing a new type of independent third-party endorsers who shape audience attitudes and beliefs through the use of social media. SMIs increasing popularity and persuasion power are leading companies to start recognizing their value as endorsers and include SMIs in brand communication strategies, with the goal of diffusing brand messages to target consumers. This study is designed to identify the factors associated with SMIs that increase their endorsement effectiveness and stimulate consumers’ positive perceptions about the endorsed products and purchase intention, focusing on source credibility, source attractiveness, product match-up and communication. A quantitative method was used to operationalize this study and a sample of 306 participants, aged between 18 and 57 years old and who follow SMIs, was collected through an online questionnaire. The results showed that all the SMIs’ effectiveness factors – source credibility, source attractiveness, product match-up and communication – have a significant positive influence on consumer perception about the product and on purchase intention, individually and together. The factors with most impact on purchase intention are source attractiveness and communication when studied individually, and source attractiveness and product match-up when studied together. Moreover, consumer perception about the product positively impacts purchase intention directly and mediates the relationship between the set of SMIs effectiveness factors and purchase intention. A crescente popularidade das redes sociais tem permitido aos indivíduos atraírem grandes audiências nessas plataformas. Este novo grupo de líderes de opinião, os influenciadores das redes sociais (IRSs), têm uma grande rede de contactos e poder de influência sobre os consumidores, representando um novo tipo de endorser que molda as atitudes e opiniões do público através das redes sociais. A popularidade e o poder de persuasão crescentes dos IRSs estão a levar as empresas a reconhecer o seu valor como endorsers e a incluir os IRSs nas estratégias de comunicação da marca, com o objetivo de divulgar as mensagens da marca aos consumidores alvo. Este estudo foi desenvolvido para identificar os fatores associados aos IRSs que aumentam a eficácia dos seus endorsements, que despoletam perceções positivas dos consumidores sobre os produtos e estimulam a intenção de compra, com foco na credibilidade do endorser, atratividade do endorser, ligação entre o endorser e o produto, e comunicação. Este estudo foi operacionalizado através de uma metodologia quantitativa, cujos dados foram recolhidos através de um questionário online, e contou com a participação de 306 pessoas que seguem IRSs, com idades compreendidas entre 18 e 57 anos. Os resultados demostraram que todos os fatores de eficácia dos IRSs - credibilidade do endorser, atratividade do endorser, ligação entre o endorser e o produto, e comunicação - têm uma influência significativamente positiva na perceção do consumidor sobre o produto e na intenção de compra, individualmente e em conjunto. Os fatores com maior impacto na intenção de compra são a atratividade do endorser e a comunicação, quando estudados individualmente, e a atratividade do endorser e ligação entre o endorser e o produto, quando estudados em conjunto. Além disso, a perceção do consumidor sobre o produto impacta positivamente a sua intenção de compra de forma direta e medeia a relação entre o conjunto de fatores de eficácia do IRS e a intenção de compra dos consumidores.
- Published
- 2021
23. The role of influencers on consumer involvement, belief and purchase intent in the healthy food industry
- Author
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Marinier, Chloé and Lage, Miguel Jorge da Cruz
- Subjects
Social media influencers ,Crença -- Belief ,Alimentação saudável ,M31 ,M Business administration and business economics - Marketing - Accounting - Personnel economics ,Envolvimento do consumidor ,Consumer involvement ,Intenção de compra ,M37 ,Purchase intention ,Influenciadores de social media ,Healthy food ,Ciências Sociais::Economia e Gestão [Domínio/Área Científica] - Abstract
This dissertation aims to understand the impact of influencers on involvement, belief and purchase intention in the healthy food industry. The research explores in detail the extent to which two main factors of influencer perceived credibility and their ability to engage the consumer, have an impact on the variables analyzed: involvement with healthy choices, positive beliefs about healthy choices and purchase intention related to healthy food choices. The study follows an experimental design with results analyzed between two groups of subjects: one exposed to an influencer post on the social network Instagram and another one who was not subjected to any post. The results analysis between the two groups reveals, first, that influencers have a statistically significant impact on the consumer's involvement, belief and purchase intention in healthy food choices. The analysis also confirms that the perceived credibility of the influencer and its ability to engage the consumer both have an impact on the consumer's involvement, belief and purchase intention in the healthy food industry. A presente dissertação tem como objetivo compreender o impacto dos influenciadores no envolvimento, crença e intenção de compra na indústria de alimentos saudáveis. A pesquisa explora detalhadamente até que ponto dois fatores principais - a credibilidade percebida e a aptidão para envolver o consumidor, por parte do influenciador - têm impacto nas variáveis analisadas: envolvimento com escolhas saudáveis, crenças positivais sobre escolhas saudáveis e intenção de compra em relação a escolhas alimentares saudáveis. O estudo segue um desenho experimental com resultados analisados entre dois grupos de sujeitos: um que foi exposto a um post de um influenciador na rede social Instagram e outro que não foi sujeito a qualquer post. A análise dos resultados entre os dois grupos revela, em primeiro lugar, que os influenciadores têm impacto estatisticamente significativo no envolvimento, na crença e na intenção de compra do consumidor em alimentos saudáveis. A análise confirma também que a credibilidade percebida do influenciador e a aptidão para envolver o consumidor têm um impacto no envolvimento, na crença e na intenção de compra do consumidor na indústria de alimentos saudáveis.
- Published
- 2021
24. Making and breaking relationships on social media:the impacts of brand and influencer betrayals
- Author
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Reinikainen, H. (Hanna), Tan, T. M. (Teck Ming), Luoma-aho, V. (Vilma), and Salo, J. (Jari)
- Subjects
Parasocial relationships ,Social media influencers ,Influencer coolness ,Brand trust ,Brand attitude ,Brand betrayal ,Transgressions ,Purchase intention ,Influencer betrayal - Abstract
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purchase intentions toward a brand that the influencer has endorsed. The current research helps in understanding brand and influencer transgressions and highlights the fact that both influencers and brands should have a sense of collaboration responsibility. It also introduces the concept of influencer coolness, understood here as a desirable success factor for social media influencers, which partly explains their desirability and influence, and a feature that can be endangered through both influencer and brand betrayals.
- Published
- 2021
25. The impact of Social Media Influencers on e-WOM and consumers��� purchase intention
- Subjects
�������������� ������������ ,e-WOM ,Purchase intention ,Social Media Influencers - Abstract
This dissertation was written as part of the MA in Digital Media, Communication and Journalism of Aristotle���s University of Thessaloniki. This study examined the impact Social Media influencers marketing has on people���s consuming behaviors and attitudes. The main objective is to examine which motives for using Instagram are related to the consumer desire to emulate Influencers and then how that desire relates to e-WOM and purchase intention. A representative questionnaire has been developed and has been sent via Googles��� Questionnaire Platform with a total sample of 159 participants. The findings revealed that all the motivations included in the paper are related and positively affect mimicry desire. Mimicry desire plays an essential role in impacting the purchase intention of a consumer since the individual has the intention to purchase the same products, services, or brands the Social Media Influencer endorsed. The research also reveals that mimicry desire of the consumer is connected and works in favor with the users��� intention to WOM. Certainly, it is a highly current topic, since we observe that the number of users, who are finally becoming consumers due to social media, is a number that grows exponentially. It is a matter of concern to understand and study the elements that lead a user to change or alternate his or her consuming habits and behavior through the desire that they have to mimic their ���favorite��� influencers and this research will try to examine the main reasons to which social media users are being affected. As for the limitations, the study has been conducted in only one of the emerging market countries (Greece). As for the participants, those that don���t have account on Instagram have not represented in this study. Third, they may be other moderators that affect the effectiveness of social media marketing via social media influencers, such as internet access, length of social media usage, log-on frequency, log-on duration, profile update incidence that will not be evaluated in this study., �� ������������ �������� �������������������������� ������ �������������� ���������������������� ������������������������ ���������������� ������ ���� ������������������������ ������������������ Digital Media, Communication and Journalism ������ �������������������������� �������������������������� ������������������������. �� �������������� �������������� ���������������� ������ ������������������ ������ ���������� ���� Social Media Influencers �������� ������������������������ ���������������������� ������ ��������������. ������������ ������������ ������ �������������� ���������� ���� ������������������ �������� �������������� ������������ ������ Instagram �������������������� ���� ������ ���������������� ������ ������������ ���� �������������� �������� Influencer ������ ������ �������� ������������������ ������������������ ������ �������� ���������������� e-WOM, ���������� ������ ������ �������������� ������������. ������ �������������� ������ �������������� �������������������������� ���������������������������� ������ ������ ������������������ ������ Google ���� ���������� �������������������������� ����������������������, ���� ���� ���������������� ������������ ������ �������������������������� ���� ������������������ ������ 159 ����������. ���� ���������������� ������ �������������� ������ ������ ���� �������������� ������ ������������������������������ �������� ������������ ���������������������� ������ ���������������� ������������ ������ �������������� ������ ������������ ������ ������������. �� �������������������� ������������ �������� ������������������ �������� �������� ���������������� ������ ���������������� ������������, ���������������� ������ ������ �� �������������� ������������ ���� ���������� ���� ���������������������� ���� �������� ����������������, ������������������ ������ brands ������ �� �������������������� ������ Influencer ���������������������� �� ����������������. �� ������������ ������������, ����������������, ������ �� �������������� ������ ������������ ������ �������������������� ������������������ ������ ������������������ ������ �������� ���������������� e-WOM. ����������������������������, ���������� ������ �������� ���������� ����������������, �������� ������ ���������������������� ������ �� �������������� ������ �������������� ������ ������������ �������������������������� ���� ���������������������� ���������������� ������ social media, ���������������������� ������������������ ���������������� ��������. ��������������, ���������� ������������������ ���� ������������������������ ������ ���� �������������������� ���� ���������������� ���� ���������� �������������� ������ ������������ ������ ���� �������������� �� ���� ������������������ ������ �������������������������� ������ ������������������ ������ ������������������������ ���������������� ������ ������������������ �������� ���� �������������� ������ ������������������ ������ Influencer, ������ �������� ������������������ ���� ���������������� �� �������������� ������������. ������������������ ���� �������� ������������������������ ������ ��������������, �������������������������������� �������� ���� ������ ������ ������ ���������������������� ������������ (������������). �������������������� �������������������� �������� ������������ ���������� ���� �������������� ���� ������������������ �������������������� ������ Instagram, ���������������� ������ ������������ ������ ������������������������������ ���� ��������������. ������������, �������������� ���� ���������������� ������ ���������� �������������������� ������ �������������������� ������ ������������������������������������ ������ Social Media Influencer, �������� �� ���������������� ������ ������������������, ���� ���������������� �������������������� ���������������������� ������ social media, �� ������������ ���������������������� ������������, �� ���������������������������� ������ �������������������� ������������������ ������ ������������ ������ ������������, ���� ���������� ������ ���������������������� �������� �������������� ������������.
- Published
- 2020
- Full Text
- View/download PDF
26. Making and breaking relationships on social media: the impacts of brand and influencer betrayals
- Author
-
Vilma Luoma-aho, Teck Ming Tan, Hanna Reinikainen, Jari Salo, Department of Economics and Management, Marketing, and Doctoral Programme in Food Chain and Health
- Subjects
PERCEPTIONS ,influencer betrayal ,Brand trust ,Betrayal ,CONSUMERS ,Brand attitude ,parasocial relationships ,0508 media and communications ,vaikuttaminen ,Management of Technology and Innovation ,512 Business and Management ,Brand betrayal ,ONLINE REGRET EXPERIENCE ,brand trust ,Applied Psychology ,media_common ,social media influencers ,Influencer coolness ,05 social sciences ,ENGAGEMENT ,ENDORSERS ,Influencer marketing ,Social media influencers ,brändit ,Feeling ,Psychology ,Social psychology ,CELEBRIFICATION ,FOLLOWERS ,influencer coolness ,verkkoyhteisöt ,media_common.quotation_subject ,Parasocial interaction ,PARASOCIAL INTERACTION ,sosiaalinen media ,050801 communication & media studies ,Transgressions ,Affect (psychology) ,Purchase intention ,imago ,vaikuttajamarkkinointi ,brand attitude ,Perception ,0502 economics and business ,Social media ,uskottavuus ,Business and International Management ,Parasocial relationships ,purchase intention ,transgressions ,Success factors ,ostopäätökset ,Influencer betrayal ,maineenhallinta ,brand betrayal ,vastuu ,yhteisvastuu ,luottamus ,050211 marketing ,TRUST ,luotettavuus - Abstract
This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purchase intentions toward a brand that the influencer has endorsed. The current research helps in understanding brand and influencer transgressions and highlights the fact that both influencers and brands should have a sense of collaboration responsibility. It also introduces the concept of influencer coolness, understood here as a desirable success factor for social media influencers, which partly explains their desirability and influence, and a feature that can be endangered through both influencer and brand betrayals.
- Published
- 2021
- Full Text
- View/download PDF
27. The impact of influencers in the consumer's purchase intention: The cosmetic industry
- Author
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Botelho, Márcia Filipa Martins and Ferreira, Mónica Mendes
- Subjects
Marketing ,Comportamento do consumidor -- Consumer behavior ,Marketing nas redes sociais ,Rede social ,Influencer marketing ,M30 ,Indústria cosmética ,M31 ,M Business administration and business economics - Marketing - Accounting - Personnel economics ,Marketing de influência ,Social media marketing ,Purchase intention ,Ciências Sociais::Economia e Gestão [Domínio/Área Científica] ,Influenciadores digitais ,Social media influencers ,Intenção de compra ,Influência social - Abstract
Social media is now part of people’s everyday lives. The digital era brought many opportunities, but also many challenges and queries as to what the best way to promote brands and products on social media is. Several businesses are now investing on influencer marketing, even though it is an intensely debated marketing strategy that is still lacking investigation regarding its application. In order to contribute towards this field of research, this study aims to evaluate the impact of social media influencers in the purchase intention of a cosmetic product and further understand which characteristics have a higher influence in the purchase intention. The literature review gives a comprehensive overview of social media marketing. A framework was developed based on the literature review which revealed the social media influencer’s characteristics that might impact the purchase intention of a cosmetic product. In order to test the framework hypothesis, an online survey was conducted which had 338 respondents. The results revealed that homophily and argument quality have a higher impact on the consumer’s purchase intention than popularity, expertise and interactivity. Additionally, it was also evidenced that the social media influencer’s trustworthiness and likability do not have an influence in the consumer’s purchase intention when considering a cosmetic product. Other relevant conclusions were established, suggesting that this them could bring several managerial, academic and marketing implications. With these contributes, managers can make conscious decisions when determining which characteristics to look for when deciding to collaborate with social media influencers. As pessoas passam muito do seu tempo nas redes sociais e a era digital trouxe muitos desafios e questões relativamente a qual a melhor forma de promover marcas e produtos nas redes sociais. Muitas empresas estão agora a investir em marketing de influência, apesar de ainda ser uma estratégia de marketing muito debatida e que ainda não tem muita investigação quanto à melhor forma de aplicação. Com o objetivo de prestar um contributo, este estudo pretende avaliar o impacto dos influenciadores digitais na intenção de compra de um produto de cosmética e investigar quais as características que têm mais impacto na intenção de compra. A revisão de literatura expõe uma visão geral sobre social media marketing. Foi desenvolvido um modelo com base na revisão de literatura, ilustrando as características dos influenciadores digitais que podem ter impacto na intenção de compra de um produto de cosmética. Para testar as hipóteses do modelo, foi desenvolvido um questionário online que obteve 338 respostas. Os resultados revelaram que a homofilia e a qualidade do argumente têm um impacto mais elevado na intenção de compra do consumidor que a popularidade, expertise e a interação. Adicionalmente, também foi possível retirar que a fidedignidade e simpatia do influenciador digital não têm impacto na intenção de compra de um produto de cosmética. Outras conclusões relevantes foram retiradas, sugerindo várias implicações a nível da gestão, investigação e do marketing. Contribuindo para que managers possam melhor selecionar as características que devem analisar quando decidirem colaborar com influenciadores digitais.
- Published
- 2019
28. Making and breaking relationships on social media: the impacts of brand and influencer betrayals.
- Author
-
Reinikainen, Hanna, Tan, Teck Ming, Luoma-aho, Vilma, and Salo, Jari
- Subjects
SOCIAL media ,BRAND name products ,SOCIAL responsibility ,BUSINESS partnerships ,BUSINESS trusts - Abstract
• This study helps in understanding brand and social media influencer transgressions. • A brand betrayal can deteriorate the coolness of the influencer endorsing the brand. • An influencer betrayal can deteriorate purchase intentions toward the endorsed brand. • Both social media influencers and brands should carry a collaboration responsibility. This study considers how the relationships between social media influencers, brands and individuals are intertwined on social media and analyses the spill-over effects of feelings of betrayal. An experimental design with two transgression scenarios (influencer vs. brand) was created, and 250 individuals were recruited to participate in the study. The results show that a perceived betrayal by a brand can negatively affect the perceived coolness of the social media influencer that has endorsed the brand, as well as the parasocial relationships that followers have with the influencer. Accordingly, a perceived betrayal by a social media influencer can negatively affect attitudes, trust and purchase intentions toward a brand that the influencer has endorsed. The current research helps in understanding brand and influencer transgressions and highlights the fact that both influencers and brands should have a sense of collaboration responsibility. It also introduces the concept of influencer coolness, understood here as a desirable success factor for social media influencers, which partly explains their desirability and influence, and a feature that can be endangered through both influencer and brand betrayals. [ABSTRACT FROM AUTHOR]
- Published
- 2021
- Full Text
- View/download PDF
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