Consumer Anxiety and Purchase Intention in Live Commerce: Unraveling the Mediating Role of Brand Familiarity Amidst COVID-19

Li, Jingwen; Luo, Ji; Wang, Mingxu; Peng, Chen

doi:10.1007/s13132-024-02141-2

J Knowl Econ

2024

DOI: 10.1007/s13132-024-02141-2

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Consumer Anxiety and Purchase Intention in Live Commerce: Unraveling the Mediating Role of Brand Familiarity Amidst COVID-19

Jingwen Li,

Ji Luo,

Mingxu Wang

et al.

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Virtual Influencer Marketing and Purchase Intention: The Mediating Roles of Product Involvement and Brand Familiarity

Biason,

Elnagar,

Tolete

et al. 2024

Preprint

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Virtual influencers have emerged as effective marketing tools, especially in social media contexts where they can influence consumer behaviour. This study investigates the effect of virtual influencer marketing on purchase intentions for sports goods in the Philippines, using product involvement and brand familiarity as mediators. Data from 319 participants were collected and analyzed using a variance-based structural equation modelling (PLS-SEM) approach. The findings indicate that virtual influencer marketing significantly impacts product involvement, brand familiarity, and purchase intention. Furthermore, product involvement and brand familiarity significantly mediate the relationship between virtual influencer marketing and purchase intention. Virtual influencers are important in establishing brand trust and engaging customers through emotional connections. The study contributes to the growing body of knowledge on influencer marketing by demonstrating the efficacy of virtual influencers in the sports goods industry. Virtual influencers effectively drive purchase intentions by increasing product involvement and brand familiarity. Marketers can use virtual influencers to increase consumer engagement, brand awareness, and purchase intent in competitive markets.

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Virtual Influencer Marketing and Purchase Intention: The Mediating Roles of Product Involvement and Brand Familiarity

Biason,

Elnagar,

Tolete

et al. 2024

Preprint

View full text Add to dashboard Cite

show abstract

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Consumer Anxiety and Purchase Intention in Live Commerce: Unraveling the Mediating Role of Brand Familiarity Amidst COVID-19

Cited by 1 publication

References 93 publications

Virtual Influencer Marketing and Purchase Intention: The Mediating Roles of Product Involvement and Brand Familiarity

Virtual Influencer Marketing and Purchase Intention: The Mediating Roles of Product Involvement and Brand Familiarity

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