Social media influencer over-endorsement: Implications from a moderated-mediation analysis

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 79, P. 103831 - 103831

Published: March 26, 2024

The surge in social media's popularity has catalyzed the emergence and growth of media influencers (SMIs) their pivotal role marketing strategy. This study examines impact SMI over-endorsement on consumer purchase intentions, mediating this relationship through influencer authenticity credibility, moderating it with product interest. Employing a moderated-mediation model using partial least squares structural equation modeling (PLS-SEM), analyzes survey data collected from 303 users. Contrary to intuitive expectations, does not directly affect intentions; instead, its negative influence is significantly mediated by reduced perceptions credibility among SMIs, interest serving as mitigating mechanism. revelation challenges conventional beliefs revealing that repercussions excessive endorsements are erosion, overshadowing any concerns regarding authenticity. Importantly, adverse effect can be mitigated fostering strategic buffer. suggests rather than curtailing endorsement frequencies, brands SMIs should focus amplifying (e.g., enhancing engagement relevance) thus sustain or even increase activities without compromising perceived influencers, thereby maintaining effectiveness campaigns. therefore contributes novel insights into dynamics marketing, particularly effects behavior conditions under which these may neutralized.

Language: Английский

---

Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 79, P. 103888 - 103888

Published: May 2, 2024

Language: Английский

---

Consumer purchase intention toward POI-retailers in cross-border E-commerce: An integration of technology acceptance model and commitment-trust theory

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 104015 - 104015

Published: Aug. 2, 2024

Consumer purchase intention in cross-border e-commerce (CBEC) has received significant attention international marketing. However, little research investigated consumer toward smaller resource-constrained retailers who develop country-specific websites, also labeled as partial online internationalization (POI) CBEC. The Technology Acceptance Model (TAM) and the Commitment-Trust Theory (CTT) are most influential theories explaining intention, yet few studies have integrated them. Therefore, purpose of this study is to integrate TAM CTT shed light on POI-retailers Based 364 respondents visiting a real-life POI-retailer's website answering questionnaire, findings reveal that perceived usefulness, ease use, trust do not significantly impact intention. Instead, usefulness use need be mediated by both commitment, while needs commitment affect This suggests path differs from previous based CTT.

Language: Английский

---

The potency of audiovisual attractiveness and influencer marketing: The road to customer behavioral engagement

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 79, P. 103807 - 103807

Published: March 19, 2024

Language: Английский

---

Disentangling composite influences of social connectivity and system interactivity on continuance intention in mobile short video applications: The pivotal moderation of user-perceived benefits

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 80, P. 103923 - 103923

Published: May 20, 2024

Language: Английский

---

Nonverbal communication of dual anchors in live streaming and its effects on sales

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 103972 - 103972

Published: July 4, 2024

Language: Английский

---

Delight my brain and my eyes: Credibility and aesthetic judgments of endorsers

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104217 - 104217

Published: Jan. 13, 2025

Language: Английский

---

Bibliometric Analysis of Stimulus-Organism-Response Theory: Past Developments, Current Applications, and Future Trends

International Journal of Academic Research in Business and Social Sciences, Journal Year: 2025, Volume and Issue: 15(1)

Published: Jan. 12, 2025

S-O-R Theory is widely used in consumer behaviour studies. Comprehensive and holistic reviews of the theory's evolution remain limited, highlighting a significant gap research. This study addresses that through bibliometric analysis, focusing on papers indexed Scopus. The selection criteria are limited to English management field open-access publications. findings reveal commonly applied research areas such as digital platforms, tourism destinations, live streaming, festivals or events, cultural tourism. Furthermore, variable purchase intention dominates studies employing SOR framework. As result, variables social presence, interactivity, sentiment analysis suggested potential stimulus for future

Language: Английский

---

Star wars: customer loyalty for YouTube stars through service innovation and value co-creation

Service Business, Journal Year: 2025, Volume and Issue: 19(1)

Published: Feb. 12, 2025

Language: Английский

---

Trust as the catalyst: Transforming perceived to created value in blockchain traceability

Electronic Commerce Research and Applications, Journal Year: 2025, Volume and Issue: unknown, P. 101487 - 101487

Published: Feb. 1, 2025

Language: Английский

---