Young Consumers Insight and Ideas for Responsible Marketers,
Год журнала:
2025,
Номер
unknown
Опубликована: Май 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.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
79, С. 103831 - 103831
Опубликована: Март 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.
Journal of Retailing and Consumer Services,
Год журнала:
2024,
Номер
78, С. 103746 - 103746
Опубликована: Фев. 1, 2024
In
an
age
where
online
shopping
permeates
daily
life,
the
cascading
influences
originating
from
parasocial
interactions
play
a
pivotal
role
in
steering
consumers'
purchase
decisions.
This
research
delves
deep
into
interplay
of
interaction,
vicarious
expression,
electronic
word-of-mouth
(eWOM),
and
bandwagon
effect,
all
converging
towards
influencing
intention.
Through
two
controlled
quasi-experiments—with
232
participants
Study
1
252
2—we
offer
fresh
perspective
rooted
relationship
theory.
delineates
how
heighten
impact
expressions,
leading
to
amplified
effect
pronounced
eWOM.
The
study
further
corroborates
mediating
expression
between
interaction
effect.
2
sheds
light
on
cyclical
nature
this
process,
illustrating
that
eWOM,
turn,
reinforces
driving
These
findings
underscore
potent
influence
purchasing
behaviors,
suggesting
brands
can
strategically
leverage
such
enhance
eWOM
harness
Moreover,
recognizing
reinforcement
offers
marketers
unique
opportunity
amplify
sustain
momentum.
Journal of Product & Brand Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Июль 3, 2024
Purpose
Grounded
in
self-congruency
theory,
this
study
aims
to
investigate
the
impact
of
different
types
congruence
social
media
influencer
marketing
on
consumers’
online
impulse
buying
intentions
under
moderating
influence
wishful
identification.
Design/methodology/approach
This
collects
survey
responses
from
an
sample
232
users
and
analyses
them
using
partial
least
squares
structural
equation
modelling.
Findings
delineates
two
distinct
pathways
influencing
within
marketing:
direct
consumer–product
conditional
role
consumer–influencer
congruence.
Particularly,
alignment
between
a
consumer’s
self-image
product’s
attributes
independently
drives
intentions.
Conversely,
congruence,
despite
high
alignment,
fails
spur
unless
amplified
by
identification
–
aspirational
desire
emulate
influencer.
finding
underscores
complexity
impulsive
consumer
behaviours
digital
marketplace,
highlighting
pivotal
product
appeal
relationships
spontaneous
purchasing
decisions.
Originality/value
pioneers
elucidating
interplay
consumers,
influencers
products
buying,
emphasising
as
critical
factor.
Theoretically,
it
expands
theory
detailing
roles
behaviours,
notably
underlining
essential
for
effect
Practically,
insights
equip
brands
with
deeper
understanding
key
drivers
behind
purchases
influencer-centric
offering
strategic
guidance
optimising
collaborations
presentations
enhance
engagement
sales.
