Influencers' “organic” persuasion through electronic word of mouth: A case of sincerity over brains and beauty

Abstract

Despite the growing importance of influencers' word‐of‐mouth through audiovisual content, little is known about its effect on consumers' brand evaluation, purchase intentions, and decisions. Drawing on Ohanian's source credibility framework, we conducted two studies across different influencers, product categories, and respondents' gender and tested the hypotheses using covariance‐based and partial least square structural equation modeling. Study 1 focuses on a mega‐influencer of cosmetic and beauty brands and predominantly involves female respondents. The findings show that the influencer's attractiveness affects perceptions about source expertise and source trustworthiness but not brand attitude, while source expertise predicts source trustworthiness, and both mediate the effect of source attractiveness on brand attitude. In contrast, brand attitude predicts purchase intention and mediates the impact of source credibility dimensions. Study 2 focuses on various influencers of hedonic products (lifestyle, fashion, and beauty). The results confirm the influence of source attractiveness and expertise on source trustworthiness, which ultimately predicts consumer purchase decisions. This study reveals the interdependencies between different source constructs, contributing to source credibility theory. Furthermore, we show that the effect of source dimensions that are relevant in the celebrity endorsement literature, such as source attractiveness, do not directly influence consumers' intentions and decisions in the context of influencers' electronic word of mouth. Finally, the two studies confirm that only influencers perceived as honest and sincere can influence consumers' purchase decisions.

How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions

“…Confirming our Hypotheses 2a, participants more frequently chose the right snack when it was advertised with a celebrity compared to when it was advertised with a Noncelebrity endorser ( b = −0.31, z = −3.20, p = 0.0013) or when it was presented alone ( b = −0.33, z = −2.80, p = 0.006; Figure 3a). A recent study has shown that source attractiveness predicts consumer choice (Filieri et al, 2022). Thus, we considered the possibility that this result might be explained by source attractiveness, rather than high social status, if celebrities are perceived as more attractive than non‐celebrities.…”

Deciphering factors that make a narcissistically loved salon brand

“…, 2007; Fernandes et al. , 2022; Filieri et al ., 2023). Individuals perceive that they get either accepted or rejected by their peer groups based on their public appearances (Smith et al.…”

“…Extant research shows that perceived social acceptance is a predictor of the feeling of personal happiness (Mashili and Heydari, 2015) and subjective well-being (Smith, 1979;Arslan, 2018). Most individuals believe that appearance is an important factor that predicts social acceptance (Siperstein et al, 2007;Fernandes et al, 2022;Filieri et al, 2023). Individuals perceive that they get either accepted or rejected by their peer groups based on their public appearances (Smith et al, 2021).…”

Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning

“…Compared to comments, ratings are simpler and can therefore be more readily processed by other consumers with less cognitive effort (Sparks & Browning, 2011). Given that this information often originates from those who are personally known by or share similar interests with the receiver, eWOM tends to be regarded as more reliable than formal marketing channels (Babić Rosario et al, 2020; Bazi et al, 2020; Filieri et al, 2023). Yet, eWOM behaviors may enable positive brand messages to be spread among consumers, thereby, strengthening the brand's image and increases in purchase intentions (Ismagilova et al, 2020; Marder et al, 2021).…”

“…Despite this initial reluctance, such brands now regularly use social media to deliver entertainment, interaction, trendiness, customization, and WOM (Kim & Ko, 2012). In fact, visual platforms like Instagram or YouTube offer opportunities for visual extensions of particular benefit to luxury fashion brands (Filieri et al, 2023; Sokolova & Kefi, 2020).…”