I feel like it’s expensive! Role of influencer type on price perception

Marketing Intelligence & Planning, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 20, 2025

Purpose Influencer marketing is a widely used digital strategy. Marketers consider follower count as one of the key criteria when deciding promotion strategies using influencers. However, past studies have primarily studied impact on engagement, reach and purchase-related outcomes. The effect price perception has not been studied. This research employs signaling theory to examine how an influencer’s impacts product they endorse. Perceived competence status explain this effect. Lastly, we elucidate boundary condition for through thinking styles. Design/methodology/approach We conducted three experimental ( N = 460) empirically test our theorization, employing different categories respondents from USA India. Findings findings suggest that consumers are likely perceive products promoted by mega (vs micro) influencers more less) expensive. perceived serially mediate relationship between influencer type perception. Thinking style moderates hypothesized Practical implications Given growth in its impact, study important implications. marketers need exercise caution be conscious social media their perceptions. Originality/value possibly first investigate types consumers’ price. only demonstrate but also process. advances literature understanding perceptions pricing perspective.

Language: Английский

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Research on the impact of matched effects between green advertising appeals and product type on consumer purchase intention

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 85, P. 104265 - 104265

Published: Feb. 27, 2025

Language: Английский

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I am not like them: A terror management theory perspective on the consumer separation tendency of pet profile images

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 85, P. 104239 - 104239

Published: Feb. 27, 2025

Language: Английский

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Predicting the Determinants of Recomendation of Online Food Delivery Apps: A Hybrid SEM-Neural Network Approach

International Journal of Human-Computer Interaction, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 12

Published: Feb. 28, 2025

Language: Английский

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Co-creating cultural narratives. TikTok’s role in enhancing museum engagement

Journal of Asia Business Studies, Journal Year: 2025, Volume and Issue: unknown

Published: April 21, 2025

Purpose This study aims to explore the crucial role of TikTok in enhancing museum visibility and digital engagement across social media brand communities. Specifically, authors investigate users’ creators’ mechanisms driving dissemination museum-related content. We identify key dimensions co-creation within #museumtok landscape, extending understanding contribution value cultural industry. Design/methodology/approach A qualitative approach based on mixed methods is used. In Study 1, content thematic analysis are performed using NVivo 14 nine videos, analysing 9,223 user comments reveal recurring themes. 2, sentiment conducted Python’s Natural Language Toolkit Vader Lexicon. Finally, scores calculated assess involvement. Findings develop two critical experience: MuseumCriticism MuseumStorytelling. These themes reflect a fundamental shift museums’ from mere exhibition spaces vehicles for storytelling ethical debates. enables conversations, where creators influence perceptions. Sentiment shows predominance positive sentiments. It sheds light proactive museum’s visibility. However, criticism-focused videos elicit negative sentiments, indicating need moderation when addressing issues. Originality/value The enhances media’s heritage communication, offering managerial insights leveraging platforms engage younger audiences effectively. By outlining five distinct subdimensions phenomenon, provide actionable strategies build stronger connections with demographics.

Language: Английский

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Integrating digital influencer persuasion model and theory of planned behavior: The mediating role of consumer involvement in endorsed brands

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 85, P. 104309 - 104309

Published: April 23, 2025

Language: Английский

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Travel influencers ’ impact on followers ’ engagement behavior

Tourism Recreation Research, Journal Year: 2025, Volume and Issue: unknown, P. 1 - 18

Published: April 28, 2025

Language: Английский

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The Influence of Celebrity Credibility, Attractiveness, and Social Media Influence on Trustworthiness, Perceived Quality, and Purchase Intention for Natural Beauty Care Products

Cleaner and Responsible Consumption, Journal Year: 2025, Volume and Issue: unknown, P. 100277 - 100277

Published: April 1, 2025

Language: Английский

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Fostering second-hand luxury purchases through social media influencers: insights from young adults in Taiwan

Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2025, Volume and Issue: unknown

Published: May 2, 2025

Purpose Based on signaling theory, this study aims to examine the impact of three influencer-related attributes (i.e. credibility, homophily and popularity) consumers’ emotional responses pride hope) their intention buy second-hand luxury (SHL) goods. Design/methodology/approach With data obtained from 409 young YouTube users in Taiwan, proposed hypotheses were examined using partial least squares-structural equation modeling (PLS-SEM) fuzzy-set qualitative comparative analysis (fsQCA). Findings The PLS-SEM results showed that significantly trigger consumer hope, which turn stimulate purchase toward SHL products. fsQCA supplemented findings, indicating four configurations boosting intention. Originality/value Although scholars are increasingly interested goods due eco-friendly appeal, there remains an untapped opportunity harness potential social media influencers driving purchases within realm. findings enrich literature influencer marketing offer practical implications for brands advertisers creating impactful strategies influence behavior foster a culture sustainable consumption.

Language: Английский

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Self as source: The interplay of sharing eWOM with consumer engagement and incentive acceptance

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 80, P. 103926 - 103926

Published: May 23, 2024

Language: Английский

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