How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value

Sánchez‐Fernández, Raquel; Castillo, David Jiménez

doi:10.1080/0267257x.2020.1866648

Cited by 80 publications

(43 citation statements)

References 102 publications

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“…We propose that consumers’ emotional responses to humblebragging by influencers differs with the influencer’s perceived similarity and level of expertise. Although research has indicated that influencers with high similarity to consumers can more effectively promote an endorsed brand ( Sánchez-Fernández and Jiménez-Castillo, 2021 ), we show that similarity is a double-edged sword that can aggravate the negative effects of humblebragging. This research introduces language style as a new independent variable, enriching and expanding research on influencer marketing theory.…”

Section: Conclusion and Discussioncontrasting

confidence: 67%

The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness

Feng

Chang²,

Sun³

2023

Front. Psychol.

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On social media, luxury brand managers often use influencers’ bragging language as a marketing tool. As modesty is considered a virtue in the Chinese context, Chinese influencers tend to adopt a humblebragging language style. Research has examined the impact of bragging language styles on luxury brands and has found that humblebragging, which appears to be modest, has a negative influence on brand attitudes. From the perspective of social comparison theory, we proposed a dual mediation model of malicious envy and trustworthiness to reveal the internal mechanisms and moderating factors of the negative effects of humblebragging. The results of three experiments indicated that compared with straightforward bragging, humblebragging was more likely to elicit malicious envy and lower levels of trust in an influencer, resulting in negative attitudes toward the luxury brand endorsed. Moreover, this negative effect was stronger when the influencer lacked expertise or had high similarity with consumers. Our findings enrich the antecedents of social media influencer marketing and provide managers with implications for maximizing the effectiveness of influencer marketing by matching influencers with word-of-mouth content.

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Section: Conclusion and Discussioncontrasting

confidence: 67%

The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness

Feng

Chang²,

Sun³

2023

Front. Psychol.

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“…Furthermore, the popularity of YouTube has led to the emergence of YouTube celebrities who present themselves in videos on their YouTube channels. Similar to traditional celebrities, famous YouTubers have become influencers with considerable marketing power (Rasmussen, 2018; Sánchez‐Fernández & Jiménez‐Castillo, 2021; Vrontis et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?

Lee

2021

Int J Consumer Studies

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Watching beauty YouTube channels when searching for product information and learning how to do makeup is becoming very popular among young women. This study focused on the parasocial interactions that arise between beauty YouTubers and viewers during video viewings. We examined the effects of parasocial interactions on consumer purchase intentions through vicarious experience and perceived risk. Data from 318 Korean women in their 20s validated the hypothesized research model. We used AMOS 25.0 to conduct structural equation modeling with maximum likelihood estimation. Our analysis showed that parasocial interactions promote viewers' vicarious experiences of content diagnosticity and vicarious expression, which in turn reduce risk perceptions and increase viewers' purchase intentions. This study provides evidence supporting the applicability of parasocial interactions as a theoretical framework to explain consumer perceptions of virtual relationships and their impacts on consumers' vicarious experiences and purchase decision processes in the YouTube environment. The results also indicate that strengthening parasocial interactions between presenters and viewers can make beauty YouTube channels more effective marketing tools. However, the generalizability of the results is limited to beauty YouTube contexts involving large numbers of subscribers.

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“…Finally, the informants pointed out that famous people, such as “influencers,” can be credible senders and that public authorities should cooperate with them when communicating information about cannabis. It is unlikely that this proposal is based on influencers' potential knowledge of cannabis, but on the fact that young people identify with them because they represent the values that the youth hold, and that they manage to establish some kind of friendship with their followers, creating a feeling of benevolence that may increase credibility ( 83 ).…”

Section: Discussionmentioning

confidence: 99%

Attitudes to Cannabis Use and Public Prevention Information Among Young Adults: A Qualitative Interview Study With Implications for Prevention Practice

Kvillemo

Strandberg

Gripenberg

2022

Front. Public Health

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BackgroundCannabis use carries an increased risk of ill health and social problems, especially when initiated at a young age. Drug use is influenced by individual beliefs, knowledge, and attitudes, which are, in turn, governed by social and environmental factors. In recent years, a less restrictive attitude toward cannabis has been observed in many countries, with concerns about increased cannabis use among young people. The aim of the current study was to gain a deeper understanding of young adults' attitudes toward cannabis use and public prevention information about cannabis.MethodsA qualitative interview study was conducted among 32 anonymous informants aged 18–29 years in the Stockholm region. Participants were recruited through purposeful sampling, and semi-structured in-depth interviews were conducted using a digital video calling platform. A qualitative content analysis of the interviews was performed to generate categories and codes for cannabis use and attitudes toward prevention information.ResultsBoth cannabis users and abstainers perceived some risks with cannabis; however, for many users, the positive effects appeared to outweigh any expected harm. Furthermore, the existing public information was perceived as less credible because of an excessive focus on harm. The informants expressed a desire for neutral facts about the effects of cannabis, delivered by credible senders. Moreover, they felt that prevention information should be delivered by individuals whom young people look up to or with whom they can identify, for example, people with authority or famous people such as influencers. The informants also underlined the importance of dialogue with the target group and taking young people's experiences into account when providing information about cannabis.ConclusionCurrent risk awareness associated with cannabis use among young adults is insufficient to prevent them from using cannabis. Public prevention information should preferably combine a fact-based focus on risks with recognition of cannabis' short-term desired effects, delivered by credible senders with authority or those with whom young people can identify.

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How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value

Cited by 80 publications

References 102 publications

The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness

The impact of social media influencers’ bragging language styles on consumers’ attitudes toward luxury brands: The dual mediation of envy and trustworthiness

Do parasocial interactions and vicarious experiences in the beauty YouTube channels promote consumer purchase intention?

Attitudes to Cannabis Use and Public Prevention Information Among Young Adults: A Qualitative Interview Study With Implications for Prevention Practice

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