Building influencers' credibility on Instagram: Effects on followers’ attitudes and behavioral responses toward the influencer

影响力营销 可靠性 感知 广告 心理学 来源可信度 情感(语言学) 社会心理学 业务 营销 关系营销 政治学 市场营销管理 沟通 神经科学 法学
作者
Daniel Belanche,Luis V. Casaló,Marta Flavián,Sergio Ibáñez‐Sánchez
出处
期刊:Journal of Retailing and Consumer Services [Elsevier]
卷期号:61: 102585-102585 被引量:86
标识
DOI:10.1016/j.jretconser.2021.102585
摘要

Collaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their credibility, and followers' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media.
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