Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers

Rani, Anshu; Roy, Arijit; Boaler, Maria; Itam, Urmila Jagadeeswari

doi:10.4018/ijom.299399

Cited by 5 publications

(2 citation statements)

References 34 publications

(52 reference statements)

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“…Lastly, source expertise comprises the specialized knowledge, abilities, and qualifications an individual possesses to effectively share information or make credible statements (McCroskey, 1966). Prior research has extensively used the concept of source credibility to examine the influence of favourable characteristics of celebrities, influential individuals, or endorsers on the consumer's behavioral intention, such as Fernandes Crespo (2023), Ooi et al (2023), andRani et al (2022). Therefore, attractive endorsers can captivate the audience's attention by creating favourable relationships with an advertisement or product, enhancing their persuasiveness (Bogoevska-Gavrilova & Ciunova-Shuleska, 2022).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia

Leong,

Yip,

Tan

et al. 2024

IJOMFA

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Although the demand for men’s skincare products is becoming increasingly popular in Malaysia, previous studies of social media marketing have shed little light on the effect of social media influencers on men’s skincare purchase intention. Therefore, this research investigates the effects of social media influencers’ attractiveness, trustworthiness, expertise, likability, similarity, and familiarity on purchase intention in men’s skincare products among Generation Y in Malaysia. An online questionnaire was implemented, and 279 respondents were gathered using the snowball sampling technique. After obtaining the desired responses, multiple regression analysis was adopted to examine the research model and hypotheses. The findings showed that social media influencers’ attractiveness, similarity, and familiarity positively affect the purchase intention of men’s skincare products. However, this paper found that the effects of social media influencers’ trustworthiness, expertise, and likability on purchase intention of men’s skincare products among Generation Y in Malaysia are insignificant. The research findings contribute to the current research literature by determining the six characteristics of social media influencers and purchase intention with new empirical insights from Malaysia in the context of men’s skincare products.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia

Leong,

Yip,

Tan

et al. 2024

IJOMFA

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“…According to [18], credibility of an individual plays an important role to drive purchases among consumers and maintain a good reputation between the consumers and the endorsers. This is because customers need a point of reference for them to feel the satisfaction of the fashion items that they purchased.…”

Section: Problem Statementmentioning

confidence: 99%

The Relationship between Endorsers’ Message Context, Credibility and Brand Loyalty among Young Generations’ Fashion Consumers

Zainudin,

Wei,

Mangsor

2023

Advances in Social Science, Education and Humanities Research

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The development of social media platforms as a promotional platform and its advancement have become one of the major challenges for the marketers in the present marketing ecology. It is more prevalent in a fast-moving industry such as the fashion industry. The nature of the business that focuses more on the hedonic benefits and aesthetic values required more than just persuasion to attract purchases. Research on social media marketing is not new, in fact it has been the focus of many researchers recently. However, there is a lack of attention given to the effectiveness of endorsers' message context and their credibility to strengthen brand loyalty especially among young consumers. Most of the research on message context involved understanding the construct from the endorsers' perspective, thus, this research will take another approach to measure the effectiveness of message context from the perspective of the consumers. The methodology used for this research is quantitative and the number of samples for the research is 384 and using purposive sampling design. Data collected using electronic surveys and the result indicates that both message context and credibility of the endorsers' play a role in determining young generation fashion consumption. This research is important for both marketing practitioners and researchers. As for practitioners, understanding this concept will assist them in their decision making to choose credible social media influencers with the right message context as part of their marketing planning. This research will address the gap by proposing a new model to social media marketing and brand loyalty research. As a conclusion, it is advisable for marketers to emphasis on message context and credibility on brand loyalty in young generation fashion consumption.

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Unraveling the Dynamics of Social Media Influencers on Sustainable Purchase Intentions and Environmental Awareness Among People with Disabilities: A Focus on the Moderating Role of Disability Types

Horrich,

Ertz,

Bekir

2024

Journal of International Consumer Marketing

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Determinants of Influencer Credibility and Platform Credibility to Understand the Effectiveness of Indian Fashion Influencers

Cited by 5 publications

References 34 publications

Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia

Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia

The Relationship between Endorsers’ Message Context, Credibility and Brand Loyalty among Young Generations’ Fashion Consumers

Unraveling the Dynamics of Social Media Influencers on Sustainable Purchase Intentions and Environmental Awareness Among People with Disabilities: A Focus on the Moderating Role of Disability Types

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