How and when social media influencers' intimate self-disclosure fosters purchase intentions: the roles of congruency and parasocial relationships DOI Open Access
Kian Yeik Koay, Weng Marc Lim, Simran Kaur

et al.

Marketing Intelligence & Planning, Journal Year: 2023, Volume and Issue: 41(6), P. 790 - 809

Published: July 31, 2023

Purpose This study aims to explore the impact of social media influencers' (SMIs) intimate self-disclosure on consumers' purchase intentions, with a focus role parasocial relationships and congruence among influencer, product consumer. The finds its theoretical foundation in theory self-congruency theory. Design/methodology/approach employs quantitative approach, utilizing sample 232 collected survey responses. proposed hypotheses are evaluated using partial least squares structural equation modeling (PLS-SEM). Findings Contrary initial assumptions, reveals that do not mediate link between SMIs' intentions. However, an interesting moderating effect was discovered: consumer influencer influences relationship relationships, subsequently, Originality/value brings fresh insights by pinpointing boundary condition dictates influence intentions via relationships. In doing so, this provides novel perspective understanding dynamics SMIs consumers rapidly evolving marketing landscape.

Language: Английский

Scientific procedures and rationales for systematic literature reviews (SPAR‐4‐SLR) DOI
Justin Paul, Weng Marc Lim, Aron O’Cass

et al.

International Journal of Consumer Studies, Journal Year: 2021, Volume and Issue: 45(4)

Published: April 16, 2021

Abstract Many guiding articles on literature reviews exist, but few have delivered an authoritative protocol that researchers can rely upon with clarity and confidence. To commemorate the inaugural annual special issue systematic in International Journal of Consumer Studies , editors pooled their expertize experience authoring, editing, reviewing to develop a rigorous review protocol—that is, Scientific Procedures Rationales for Systematic Literature Reviews ( SPAR‐4‐SLR ) guide justify decisions reviews. Using interrogative approach, begin discussion “what,” “why,” “when,” “where,” “who,” “how” The conclude exemplars issue.

Language: Английский

Citations

1149
Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification DOI Creative Commons
Loes Janssen, Alexander Schouten, Emmelyn Croes

et al.

International Journal of Advertising, Journal Year: 2021, Volume and Issue: 41(1), P. 101 - 127

Published: Oct. 28, 2021

Social media influencers are increasingly employed as product endorsers, and a growing body of academic research confirms that an effective advertising instrument. However, more is needed on the specific influencer characteristics driving this success, processes responsible for these effects. In study, we investigated to what extent product-influencer fit number followers interact in contributing positive outcomes evaluations. Moreover, perceived credibility identification with mediate relationships. We conducted 2 (poor vs. good fit) X (moderate high followers) between-subjects experiment among 432 Dutch Instagram users. Participants were exposed posts health fitness who endorsed either protein shake (good-fit) or ice cream (poor-fit). Results showed seem work tandem: although liked more, their endorsements result attitude toward both ad product, greater likelihood buy advertised compared moderate followers, should influencer’s self-branded image effects occur. all mediated by identification, which appear be important drivers endorsement Together, our findings contribute knowledge audience responses marketing, provide clear guidelines practitioners.

Language: Английский

Citations

189
“I follow what you post!”: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs) DOI
Man Lai Cheung, Wilson K.S. Leung, Eugene Cheng-Xi Aw

et al.

Journal of Retailing and Consumer Services, Journal Year: 2022, Volume and Issue: 66, P. 102940 - 102940

Published: Feb. 8, 2022

Language: Английский

Citations

169
David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers DOI
Jiwoon Park, Ji Min Lee,

Vikki Yiqi Xiong

et al.

Journal of Advertising, Journal Year: 2021, Volume and Issue: 50(5), P. 584 - 602

Published: Oct. 20, 2021

Social media influencer (SMI) advertising is on the rise; however, extant theory regarding determinants of SMI effectiveness undeveloped. The present research establishes when and how type based number followers influences effectiveness. Specifically, findings four experimental studies show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than mega-influencers 1 million because endorsements by (versus mega-influencers) bestow higher perceptions authenticity endorsed brand, which "rubs off" from authenticity. However, this differential effect through brand occurs only product perceived as hedonic (as opposed utilitarian) consumption. From a theoretical perspective, these extend prior different types vary in terms their persuasiveness, shed light underlying mechanism, identify consumption an important boundary condition. practical we offer managerial implications for enhancing strategies taking into consideration types, contexts, message framing styles.

Language: Английский

Citations

159
Effective influencer marketing: A social identity perspective DOI
Samira Farivar, Fang Wang

Journal of Retailing and Consumer Services, Journal Year: 2022, Volume and Issue: 67, P. 103026 - 103026

Published: May 27, 2022

Language: Английский

Citations

133
Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship DOI Creative Commons
Ana Rita Dias, Beatriz Casais

Journal of Business Research, Journal Year: 2023, Volume and Issue: 158, P. 113708 - 113708

Published: Jan. 27, 2023

This study analyzes the effect of parasocial relationship on audience's intention to adopt recommendations micro, macro and mega-influencers, considering number followers, perceived popularity opinion leadership. A sample 140 Portuguese social media influencers (SMIs) was classified into or mega-influencers. 577 valid responses a questionnaire were analyzed using Andrew Hayes' PROCESS for SPSS. The findings suggest that indirect between followers SMIs' is mediated by leadership, are moderated relationship. Significant differences found mega-influencers in terms credibility, attractiveness established categorization adapted context small country. paper provides relevant information process SMI selection.

Language: Английский

Citations

127
Social media influencer marketing: foundations, trends, and ways forward DOI Creative Commons
Yatish Joshi, Weng Marc Lim,

Khyati Jagani

et al.

Electronic Commerce Research, Journal Year: 2023, Volume and Issue: unknown

Published: June 25, 2023

Abstract The increasing use and effectiveness of social media influencers in marketing have intrigued both academic scholars industry professionals. To shed light on the foundations trends this contemporary phenomenon, study undertakes a systematic literature review using bibliometric-content analysis to map extant where consumer behavior, media, influencer are intertwined. Using 214 articles published journals indexed by Australian Business Deans Council (ABDC), Chartered Association Schools (CABS), Web Science (WOS) from 2008 2021, unpacks articles, journals, methods, theories, themes, constructs (antecedents, moderators, mediators, consequences) research marketing. Noteworthily, highlighted that major streams involve parasocial interactions relationships, sponsorship, authenticity, engagement influence. also revealed prominent role audience-, brand-, comparative-, content-, influencer-, social-, technology-related factors influencing how consumers react insights derived one-stop, state-of-the-art can help professionals recognize key characteristics marketing, thus, drive new practices employed leveraged upon for activities.

Language: Английский

Citations

125
Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis DOI Open Access

Lie Ao,

Rohit Bansal, Nishita Pruthi

et al.

Sustainability, Journal Year: 2023, Volume and Issue: 15(3), P. 2744 - 2744

Published: Feb. 2, 2023

This research aims at providing a meta-analysis of empirical findings the literature on characteristics social media influencers customer engagement and purchase intention. For this purpose, researchers derived eight influencers’ characteristics, i.e., homophily, expertise, trustworthiness, credibility, congruence with product, entertainment value, informative attractiveness. The current study synthesizes 176 effect sizes from 62 individual studies, 22,554 individuals act as an aggregate sample. Results revealed that these have moderate to high correlation value has strongest association among all attributes studied in analysis. It also concluded credibility impacts intention more than any other attribute. work provides novel approach reducing heterogeneity influencer marketing by empirically specifying directions relationships extent relationships.

Language: Английский

Citations

117
How social media practices shape family business performance: The wine industry case study DOI Creative Commons
Nóra Obermayer, Edit Kővári, Jaana Leinonen

et al.

European Management Journal, Journal Year: 2021, Volume and Issue: 40(3), P. 360 - 371

Published: Aug. 19, 2021

The purpose of this paper is to investigate how family businesses utilise social media tools, determine what the purposes, benefits and challenges are, discover competencies that are important in networking cooperation. A multiple case study method was employed based on semi-structured interviews with six wineries located Balaton region, Hungary. interviewees they represented were selected among 55 applying non-probability sampling purposive technique analysed using a qualitative content analysis. results show Facebook most popular tool use increase brand awareness reach new potential customers. This also presents “Social roadmap” framework for good practice proposes practical steps may take help them succeed their marketing activities.

Language: Английский

Citations

116
Consumer behavior in sustainable fashion: A systematic literature review and future research agenda DOI
Abdelsalam Busalim, Grace Fox, Theo Lynn

et al.

International Journal of Consumer Studies, Journal Year: 2022, Volume and Issue: 46(5), P. 1804 - 1828

Published: Feb. 17, 2022

Abstract During the last decade, sustainable fashion has attracted increasing attention from policymakers, firms, and consumers. This interest is also reflected in consumer behavior research this area. Notwithstanding this, there are few systematic literature reviews a perspective. The purpose of paper to systematically review critically assess studies on identify gap context inform future agenda. A total 167 journal articles were identified, final sample 88 synthesized. descriptive analysis was performed examine methods, trends, theoretical underpinnings. Separately, synthetic using Stimulus‐Organism‐Response (S‐O‐R) framework. Findings reveal significant increase volume publications since 2009. Qualitative, experimental, cross‐cultural, longitudinal significantly less represented literature. No evidence big data techniques identified. Much published not adequately grounded theory. findings suggest that attitude‐behavior requires further exploration. fills need summarize current state provides valuable insights into existing marketing corpus topic. Moreover, identifies number outstanding gaps can research.

Language: Английский

Citations

93