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

Sustainability, 2023-02, Vol.15 (3), p.2744 [Peer Reviewed Journal]

COPYRIGHT 2023 MDPI AG ;2023 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su15032744

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  • Title:
    Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis
  • Author: Ao, Lie ; Bansal, Rohit ; Pruthi, Nishita ; Khaskheli, Muhammad Bilawal
  • Subjects: Brand equity ; Brand loyalty ; Celebrities ; Communication ; Customers ; Digital media ; Empirical analysis ; Entertainment ; Heterogeneity ; Hypotheses ; Influencer marketing ; Literature reviews ; Marketing ; Marketing research ; Meta-analysis ; Personal information ; Product reviews ; Professionals ; Social media ; Social networks ; Sustainability
  • Is Part Of: Sustainability, 2023-02, Vol.15 (3), p.2744
  • Description: This research aims at providing a meta-analysis of empirical findings of the literature on the characteristics of social media influencers on customer engagement and purchase intention. For this purpose, researchers derived eight social media influencers’ characteristics, i.e., homophily, expertise, trustworthiness, credibility, congruence with the product, entertainment value, informative value, and attractiveness. The current study synthesizes 176 effect sizes derived from 62 individual studies, and 22,554 individuals act as an aggregate sample. Results revealed that these characteristics have a moderate to high correlation with customer engagement and purchase intention. The entertainment value of social media influencers has the strongest association with customer engagement among all the attributes studied in this analysis. It also concluded that the credibility of influencers impacts purchase intention more than any other attribute. This work provides a novel approach to reducing the heterogeneity in influencer marketing research by empirically specifying the directions of relationships and the extent of the effect of these relationships.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su15032744
  • Source: Freely Accessible Journals
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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