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What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information

SAGE open, 2023-06, Vol.13 (2) [Peer Reviewed Journal]

The Author(s) 2023 ;ISSN: 2158-2440 ;EISSN: 2158-2440 ;DOI: 10.1177/21582440231179712

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  • Title:
    What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information
  • Author: Shah, Syed Asim ; Shoukat, Muhammad Haroon ; Jamal, Waseef ; Shakil Ahmad, Muhammad
  • Is Part Of: SAGE open, 2023-06, Vol.13 (2)
  • Description: This study aims to determine to which extent perceived information quality and emotional attachment with digital influencers can shape the purchase intention of consumers while considering the mediating effects of perceived influence and the moderating effects of influencer reputation. A hypothetical model is tested based on social learning and media dependency theories. The response of 298 online users was analyzed by using Smart PLS-SEM. Results show that followers-influencers emotional attachment and perceived information quality promote the mediating role of followers’ perceived influence to increase the follower purchase intention. Contrary, influencer reputation does not moderate the effect of perceived influence on purchase intention. This study provides valuable input to companies that can help them design their influencers’ marketing strategies.
  • Publisher: Los Angeles, CA: SAGE Publications
  • Language: English
  • Identifier: ISSN: 2158-2440
    EISSN: 2158-2440
    DOI: 10.1177/21582440231179712
  • Source: Sage Journals Open Access Journals
    Directory of Open Access Scholarly Resources (ROAD)
    AUTh Library subscriptions: ProQuest Central
    DOAJ Directory of Open Access Journals
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