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Influencer marketing:
purchase
intention
and its antecedents
Marketing intelligence & planning, 2021-09, Vol.39 (7), p.960-978
Emerald Publishing Limited ;Emerald Publishing Limited 2021 ;ISSN: 0263-4503 ;EISSN: 1758-8049 ;DOI: 10.1108/MIP-04-2021-0104
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Title:
Influencer marketing:
purchase
intention
and its antecedents
Author:
Li, Yi
;
Peng, Yangying
Subjects:
Advertising
;
Celebrities
;
Communication
;
Consumer attitudes
;
Consumers
;
Credibility
;
Influencer marketing
;
Purchase
intention
;
Social networks
Is Part Of:
Marketing intelligence & planning, 2021-09, Vol.39 (7), p.960-978
Description:
PurposeThis research explores the path that social media influencers affect target consumers to
purchase
a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers'
purchase
intention
. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and
purchase
intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.
Publisher:
Bradford: Emerald Publishing Limited
Language:
English
Identifier:
ISSN: 0263-4503
EISSN: 1758-8049
DOI: 10.1108/MIP-04-2021-0104
Source:
ProQuest One Psychology
ProQuest Central
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