Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM

Dhun,; Dangi, Hamendra Kumar

doi:10.1080/15332861.2022.2125220

Cited by 31 publications

(19 citation statements)

References 103 publications

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“…Previous work examining trait transfer has shown that for traits to transfer, the traits must be relevant (De Veirman et al, 2017;Dumas & Stough, 2022;Kirmani & Shiv, 1998). For example, Dhun and Dangi (2022) found that for traits to transfer from an influencer to a brand, there had to be a fit between the influencer and the brand. In other words, traits that were relevant to the brand transferred, while traits that were irrelevant did not.…”

Section: Hypothesis Developmentmentioning

confidence: 99%

What was yours is (for now) mine: Prior user knowledge reduces product satisfaction but can improve experiential satisfaction in access‐based consumption

Stough

Carter

2023

J of Consumer Behaviour

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With the rise of the sharing economy, more consumers than ever are thinking about products not in terms of ownership, but in terms of access necessary to facilitate experiences. In this paper, we build on prior literature, which distinguished product from experiential satisfaction to explore the role that knowledge of a prior user plays in shaping these two types of satisfaction in access‐based consumption experiences. Across three studies, we demonstrate that product and experiential satisfaction can be affected differently when consumers are provided with information about previous users of products. We find that information about the previous user of a product consistently negatively impacts product satisfaction. However, we find that when the previous user has positive and experientially relevant traits, experiential satisfaction is increased. When the information about the previous user is negative or experientially irrelevant, experiential satisfaction is decreased. In cases in which we find a positive effect of prior user information on experiential satisfaction, we find it is mediated by transfer of the previous user's traits and that the effectiveness of this mechanism depends on the relevance of traits and the stability of the self‐concept of the consumer.

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Section: Hypothesis Developmentmentioning

confidence: 99%

What was yours is (for now) mine: Prior user knowledge reduces product satisfaction but can improve experiential satisfaction in access‐based consumption

Stough

Carter

2023

J of Consumer Behaviour

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“…Consequently, attitude towards TRPs refers to the users' opinions of the TRPs. The components of credibility, expertise (Dhun and Dangi, 2023;Munnukka et al, 2016;Gomes et al, 2022;Singh et al, 2023), and trustworthiness of bloggers positively affect users' attitudes toward the recommendations and suggestions of bloggers (Gomes et al, 2022;Ing and Ming, 2018;Munnukka et al, 2016;Singh et al, 2023;Sparkset et al, 2013). In particular, when consumers cannot experience certain products or services such as trip plans in person before making decisions, reviews or experiences from trusted others are important sources of information, and thus the credibility of bloggers has an important influence on attitudes towards online information (Zhang et al, 2014).…”

Section: Attitude Toward Tourism-related Postsmentioning

confidence: 99%

“…Consequently, attitude towards TRPs refers to the users' opinions of the TRPs. The components of credibility, expertise (Dhun and Dangi, 2023; Munnukka et al. , 2016; Gomes et al.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Why do social media users follow tourism-related posts? Roles of bloggers and posts in trip planning

Zhou,

Li,

Liu

et al. 2023

IMDS

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PurposeMore people share their tourism experiences on social media today than in the past, and as a result, more people follow these posts in their trip planning. However, studies into tourists' intention to follow such posts are scarce. Therefore, this study investigates the antecedents influencing social media users' intentions to follow tourism-related posts (TRPs) when planning their trips.Design/methodology/approachQuestionnaires were collected from 402 social media users who had followed TRPs for their trip planning. Data were then analyzed using partial least squares structural equation modeling (PLS-SEM) and artificial neural networks.FindingsThe authors found that blogger–user fit and users' involvement with TRPs influenced behavior components (attitudes toward TRPs and intention to follow TRPs) via assessment components (bloggers' credibility and content quality), and the authors developed a framework to explain this relationship.Originality/valueThe findings advance prior studies by investigating (1) the antecedents of intention to follow TRPs when trip planning, (2) the two main social media elements – bloggers and posts – to understanding the role of social media on travel behavior and (3) involvement with TRPs and their impacts on travel behavior. This study contributes to the research on social media and tourism marketing and proposes practical indications for bloggers, social media platforms and destination marketing organizations.

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“…Researchers reported that followers develop a positive orientation toward a product if it is endorsed honestly by SMIs (Agnihotri et al, 2023). The influence of PWOM recommendations are reportedly affected by the trustworthiness of the message provider (Asada and Ko, 2019;Dhun and Dangi, 2022). Therefore, the following hypothesis is proposed:…”

Section: Smis Influencing Followers' Pwommentioning

confidence: 99%

Influence of social media influencer authenticity on their followers' perceptions of credibility and their positive word-of-mouth

Wang

Weng

2023

APJML

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PurposeIncreasing followers' positive word-of-mouth (PWOM) is a critical means through which social media influencers (SMIs) marketers can increase SMIs' follower count. Studies have reported that authenticity and credibility increase followers' PWOM and have identified the dimensions of authenticity (i.e. originality, naturalness and continuity) and credibility (i.e. attractiveness, trustworthiness and expertise). However, the mechanisms underlying the associations among these dimensions are unclear. Drawing from social exchange theory, the authors developed an integrated conceptual model and explored how the dimensions of SMI authenticity affect those of followers' perception of credibility. Moreover, the authors analyzed how followers' perception of credibility affects the followers' PWOM behavior.Design/methodology/approachThe authors collected 463 valid questionnaires from respondents that followed at least one SMI. Additionally, the authors developed a structural equation model for data analysis.FindingsThe results revealed that the subdimensions of SMI authenticity have different effects on followers' perception of credibility. An SMI's continuity positively affects followers' perceptions of the SMI's trustworthiness and expertise. The naturalness of an SMI positively affects followers' perception of the SMI's attractiveness but nonsignificantly affects followers' perception of the SMI's trustworthiness. Additionally, an SMI's originality positively affects followers' perception of the SMI's attractiveness but negatively affects followers' perception of the SMI's trustworthiness. Finally, followers' perceptions of an SMI's attractiveness, trustworthiness and expertise all positively affect followers' PWOM behavior.Originality/valueBy employing multidimensional constructs, the authors obtained results that provide a comprehensive understanding of the effects of SMI authenticity on the SMI's followers' perception of followers' credibility. These results can be used by SMIs to increase SMIs followers' PWOM by determining which aspects of authenticity and credibility SMIs should develop.

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Influencer Marketing: Role of Influencer Credibility and Congruence on Brand Attitude and eWOM

Cited by 31 publications

References 103 publications

What was yours is (for now) mine: Prior user knowledge reduces product satisfaction but can improve experiential satisfaction in access‐based consumption

What was yours is (for now) mine: Prior user knowledge reduces product satisfaction but can improve experiential satisfaction in access‐based consumption

Why do social media users follow tourism-related posts? Roles of bloggers and posts in trip planning

Influence of social media influencer authenticity on their followers' perceptions of credibility and their positive word-of-mouth

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