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Perceived authenticity of social media influencers: scale development and validation

影响力营销 心理学 社会化媒体 构造(python库) 独创性 感知 样品(材料) 比例(比率) 社会心理学 营销 广告 业务 计算机科学 关系营销 市场营销管理 万维网 创造力 程序设计语言 化学 神经科学 物理 量子力学 色谱法
作者
Jung Ah Lee,Matthew S. Eastin
出处
期刊:Journal of Research in Interactive Marketing [Emerald (MCB UP)]
卷期号:15 (4): 822-841 被引量:132
标识
DOI:10.1108/jrim-12-2020-0253
摘要

Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media influencers (PASMIs). This prevents practitioners from effectively assessing consumers' perceptions of an influencer's authenticity prior to a potential partnership. To provide better guidance, this research develops and validates a scale of PASMI as well as examines the relationships between the underlying dimensions of the scale and key consumer behavior variables. Design/methodology/approach The current research consists of two studies: the first study constructs a scale; the second validates it. In Study 1, items were generated from existing scales as well as from qualitative responses. These items were revised based on feedback provided by an independent group of reviewers. Furthermore, an online survey was conducted to purify the items. In Study 2, the scale was validated with a new sample. Findings Results suggest that perceived SMI authenticity is a multidimensional construct consisting of sincerity, truthful endorsements, visibility, expertise and uniqueness. Each of the five dimensions has varying effects on consumers' evaluation of an SMI, willingness to follow an SMI, and intention to purchase products that SMIs recommend. Originality/value This research extends theoretical work on authenticity by developing and validating a scale as well as delving into the construct of perceived SMI authenticity. Practical implications are provided for marketers and SMIs.
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