Psychological ownership in social media influencer marketing

Abstract

Purpose Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making. Studies have recently begun investigating how influencers affect consumer behaviour. Despite the increasing interest, the purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce. Design/methodology/approach An online study undertook research to gain further understanding. Specifically, the study examines the following: firstly, the impact of consumers’ perceived influencer credibility (IC), using the source credibility model in respect of purchase intention, attitude towards advertising and product; secondly, the impact of the organizational behaviour concept psychological ownership (PO) on consumer behaviour by showing that the concept has significant positive effects on attitude towards the product and purchase intention like in prior research; thirdly, the perceived connection and relationship between the influencer and consumer to understand the relations. Findings The results show that perceived IC serves as a significant criterion, determining purchase intention, attitude towards advertising and product, while contributing an instrument for transferring convincing messages, which increase the perceived connection to the influencer and the PO feeling for a product and, thus, influence consumer behaviour positively. Originality/value Theories on source credibility and a connection to the PO concept allowed to develop a framework to assess the importance of IC and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context.

“It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics

“…Consequently, a critical reaction to SMIs' messages by young consumers is reducedand the brand-initiated endorsement of the influencers is perceived as a trustworthy recommendation (Cheung et al, 2009). Several studies subsequently found positive effects of trustworthiness, likeability, similarity, interactivity, argument quality, issue involvement, product knowledge, and information credibility on the influencers' brand-initiated endorsements (Xiao et al, 2018;Pick, 2020;Munnukka et al, 2019). In particular, influencers' credibility was positively associated with brand trust and purchase intention (Reinikainen et al, 2020).…”

“…The focus-group, cross-sectional, and experimental studies of influencer marketing in longform video content found that perceived influencer familiarity, similarity, liking, expertise (related to authority heuristic), physical attractivity, social attractivity (related to social proof heuristic), audience participation (related to consistency heuristic), and positive audience comments (related to social proof heuristic) affect marketing-relevant consumer outcomes, such as purchase intention (Coates et al, 2020;Lee and Watkins, 2016;Munnukka et al, 2019;Pick, 2020;Reinikainen et al, 2020;Stubb et al, 2019;Van Dam and Van Reijmersdal, 2019;Xiao et al, 2018). The present study makes a clear contribution to understanding how these specific theoretical concepts can be expressed in real-world communications and behaviors.…”

“…Moreover, the influencer marketing studies reviewed here can be related indirectly or directly to the seven heuristics. For example, perceived influencer familiarity, similarity, and physical attractivity are all sub-heuristics of the liking heuristic and expertise is a subheuristic of the authority heuristic (Coates et al, 2020;Lee and Watkins, 2016;Munnukka et al, 2019;Pick, 2020;Reinikainen et al, 2020;Stubb et al, 2019;Van Dam and Van Reijmersdal, 2019;Xiao et al, 2018). Because there is no evidence on which factors increase or decrease the heuristic processing of influencer marketing, heuristic thinking is reasonably assumed to be the default process.…”

The Impact of Impulsive Consumption on Supply Chain in the Live-Streaming Economy

“…Consumers' decision [5], [19] N N N N N [7], [11], [13], [14], [15], [18], [21], [28] Y N N N Y [8], [9], [6], [16], [10], [34], [35] Y N N N N [42], [45], [46], [47] Y N N N N [20], [39], [40], [48] Y…”

“…can take to retain consumers. Pick [13] determined that online influencers have a positive impact on consumers' purchasing behavior. In other words, online influencers can reinforce consumers' purchase intentions and positive brand impressions of advertising and product sales through livestreaming.…”