In Influencers We Trust? A Model of Trust Transfer in Social Media Influencer Marketing

Almahdi, Maryam Husain; Alsayed, Noor; AlAbbas, Amani

doi:10.1007/978-3-030-99000-8_9

Cited by 6 publications

(4 citation statements)

References 35 publications

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“…It infers that when viewers enjoy viewing the promotive content shared by the SMI, viewers are likely triggered to visit the certain tourism destination. This finding however is not in line with previous study in social media influencers by Almahdi et al (2022) which stated that an audience enjoyment toward SMI persuasion through Secondly, in this research we examined consumers perception about the social media influencers and its effect on intentional variables. However, behavioral constructs, such as loyalty and revisit intention which are among the construct that also may stimulated by SMIs' dimensions are not inspected.…”

Section: The Influence Of Enjoyment and Visit Intentioncontrasting

confidence: 81%

Stimulating Visit Intention Using Social Media Influencer: Mediating Role of Enjoyment

Yusra

Vilzati

Eliana

et al. 2023

ijbe

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Social media influencer (SMI) has emerged as one of a powerful approach in building customer's intention to visit a tourism destination. This research therefore tries to uncover the mechanism on how the dimensions of SMI, namely attractiveness, trustworthiness, and expertise, influence visit intention by incorporating enjoyment as mediator by applying Stimuli-Organism-Response (SOR) Theory. Using purposing sampling, 115 usable samples of those who experienced an SMI's posts regarding Aceh tourism, are gathered online. Data were analyzed by using Partial Least Square-Structural Equation Modelling (PLS-SEM). In testing the hypotheses, we conduct a Bootstrapping procedure using 5000 sub-samplings. The finding highlights that SMIs' attractiveness and SMIs' expertise, are found to be a strong predictor of enjoyment, of which has a significant relationship with visit intention. However, SMI trustworthiness failed to predict enjoyment. Except for SMI trustworthiness-visit intention relationship, this study also found the role of enjoyment as mediator for both SMI attractiveness and SMI expertise in predicting visit intention. Consequently, this research pinpoints two routes to obtaining visitors' intention to visit a tourism site. They are attractiveness-enjoyment-intention and expertiseenjoyment-intention with the second pathway have bigger contribution to visit intention. The findings can be used as a guide to assist tourism destination marketers in developing effective advertising that use SMI to communicate with their visitor and differentiate themselves from the tourism destination intense competition.

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Section: The Influence Of Enjoyment and Visit Intentioncontrasting

confidence: 81%

Stimulating Visit Intention Using Social Media Influencer: Mediating Role of Enjoyment

Yusra

Vilzati

Eliana

et al. 2023

ijbe

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“…Our findings demonstrated positive attitudes of trust in the influencer’s knowledge, with users generally perceiving influencers as having expertise in exercise during pregnancy, and commenting about the inspiration and motivation they drew from the influencer. According to the literature, perceived expertise and trustworthiness of the influencer [ 28 ] as well as personal relevance of the message and the user’s affective attitudes [ 41 ] can have a positive effect on users’ attitudes towards the influencer [ 20 ] and can also result in users being persuaded to make behaviour changes, at least in the short term [ 22 , 41 ]. Further to this, we identified the presence of parasocial relationships where influencers were perceived by users as someone they felt personally and emotionally connected to and trusted as credible sources of advice about exercise during pregnancy [ 25 ].…”

Section: Discussionmentioning

confidence: 99%

“…Despite influencer content being often underpinned by marketing tactics, such as the use of persuasive communication and product endorsements [ 24 ], research suggests that users view information provided by influencers as just as trustworthy and credible as information they receive from family and friends [ 28 ]. This is likely because influencers are perceived as ‘everyday people’ who are more ‘relatable’ to users, therefore users consider influencers more trustworthy and credible [ 28 ]. Thus, if the influencer is perceived as credible, users are more likely to accept the advice provided and attempt to mimic the influencer’s behaviour [ 22 ].…”

Section: Introductionmentioning

confidence: 99%

A mixed-methods exploration of attitudes towards pregnant Facebook fitness influencers

et al. 2023

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Background Exercise during pregnancy is associated with various health benefits for both mother and child. Despite these benefits, most pregnant women do not meet physical activity recommendations. A known barrier to engaging in exercise during pregnancy is a lack of knowledge about appropriate and safe exercise. In our current era of social media, many pregnant women are turning to online information sources for guidance, including social media influencers. Little is known about attitudes towards pregnancy exercise information provided by influencers on social media platforms. This study aimed to explore attitudes towards exercise during pregnancy depicted by social media influencers on Facebook, and user engagement with posted content. Methods A mixed-methods approach was used to analyse data from 10 Facebook video posts of social media influencers exercising during pregnancy. Quantitative descriptive analyses were used to report the number of views, shares, comments and emotive reactions. Qualitative analysis of user comments was achieved using an inductive thematic approach. Results The 10 video posts analysed were viewed a total of 12,117,200 times, shared on 11,181 occasions, included 13,455 user comments and 128,804 emotive icon reactions, with the most frequently used icon being ‘like’ (81.48%). The thematic analysis identified three themes associated with attitudes including [1] exercise during pregnancy [2] influencers and [3] type of exercise. A fourth theme of community was also identified. Most user comments were associated with positive attitudes towards exercise during pregnancy and the influencer. However, attitudes towards the types of exercise the influencer performed were mixed (aerobic and body weight exercises were positive; resistance-based exercise with weights were negative). Finally, the online community perceived by users was mostly positive and recognised for offering social support and guidance. Conclusions User comments imply resistance-based exercise with weights as unsafe and unnecessary when pregnant, a perception that does not align with current best practice guidelines. Collectively, the findings from this study highlight the need for continued education regarding exercise during pregnancy and the potential for social media influencers to disseminate evidence-based material to pregnant women who are highly receptive to, and in need of reliable health information.

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“…In particular, the study delves into both consumer opinions and expert attitudes concerning influencer marketing initiatives in Romania. Several previously published studies have centered on influencers to discern the following: the significance of congruence among influencers, products, and consumers [3,4]; the repercussions linked to the number of followers influencers attract [2,5]; the application of hashtags [6,7]; diverse metrics assessing their activities [5,8,9]; the phenomenon of meaning transfer [10,11]; the effects of partnerships with social media influencers [12][13][14].…”

Section: Introductionmentioning

confidence: 99%

Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives

Szakal,

Brătucu,

Ciobanu

et al. 2024

Sustainability

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Internet users consistently lean towards influencers who actively participate in their respective areas of interest, providing thorough information and genuine product reviews. These practices have the potential to positively influence the decision-making process related to purchasing. This study delves into the realm of influencer marketing, examining it from the viewpoints of both consumers and specialists. The study is based on the qualitative research, employing both individual in-depth interviews and a focus group. More precisely, the investigation included a series of six individual interviews with influencers from Romania and a focus group comprising eight participants to grasp their perceptions of influencer marketing campaigns. The findings underscore the importance of transparency and authenticity for content creators. Influencers tailor their content based on the platform they use, revealing an existing correlation among them, all while underscoring the significance of transparency and striving to maintain close connections with their followers. This study not only offers a fresh perspective on understanding consumers’ views regarding the activities of content creators in the online domain but also sheds light on influencers’ perspectives concerning collaborations, content creation, and their relationships within their community. Theoretical implications encompass the identification of novel behavioral traits among Romanian consumers regarding influencer marketing actions and contributes to a clearer understanding of the term influencer marketing.

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In Influencers We Trust? A Model of Trust Transfer in Social Media Influencer Marketing

Cited by 6 publications

References 35 publications

Stimulating Visit Intention Using Social Media Influencer: Mediating Role of Enjoyment

Stimulating Visit Intention Using Social Media Influencer: Mediating Role of Enjoyment

A mixed-methods exploration of attitudes towards pregnant Facebook fitness influencers

Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives

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