Investigating the relationships between influencers and their followers: Moderator of human brand of influencer (HBI) phase

Hsieh, Jung-Kuei; Kumar, Sushant; Tang, Yun-Chia; Huang, Guan-Zhen

doi:10.1016/j.elerap.2023.101252

Cited by 11 publications

(3 citation statements)

References 98 publications

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“…This exchange is designed to transmit information and receive feedback in a mutually beneficial and responsive manner. Availability and publicness are important characteristics of online communication [39]. In the realm of personal media, bloggers strive to provide their followers with a diverse range of communication experiences, including features such as comments, private messages, and real-time chats on their platforms.…”

Section: Communicationmentioning

confidence: 99%

“…Therefore, this paper considers social presence and fanship as mediating variables since they influence the establishment of relationships between creators and users [38]. Finally, while the marketing outcomes of word of mouth and loyalty have been fully explored in the existing literature [16,39], some of these studies are still focused on product services or purchase behavior in the context of personal media. As a prerequisite for shaping influence, research on increasing the number of a creator's fans and their adherence is scarce.…”

Section: Attractiveness and Expertisementioning

confidence: 99%

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Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

Qian

Mao

2023

Behavioral Sciences

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The use of personal media has become increasingly popular in recent years. However, gaining and retaining followers has become increasingly challenging, given the fierce competition among bloggers and the constant changes in personal media. In this context, this study aims to explore the factors that influence followers’ continued usage intentions toward personal media bloggers and strategies to improve their loyalty. Drawing upon the theory of relationship marketing, a structural model is constructed to examine the impacts and mechanisms of personal media bloggers’ attributes and communication on social presence, fanship, intention to use, and word of mouth. This research focuses on two dimensions of personal media bloggers’ attributes: expertise and attractiveness. A sample of 155 highly active personal media users in China was collected through a questionnaire for analysis and validation. The findings reveal that expertise and communication have positive impacts on followers’ intentions to continue following a blogger, while attractiveness has a significant, positive, and direct impact on word of mouth. Furthermore, this study shows that social presence and fanship play mediating roles in the effects of expertise and communication on followers’ usage intentions and word of mouth. The research results provide valuable insights for personal media operators and marketers seeking to improve followers’ loyalty and encourage potential users to become more loyal fans.

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Section: Communicationmentioning

confidence: 99%

Section: Attractiveness and Expertisementioning

confidence: 99%

Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

Qian

Mao

2023

Behavioral Sciences

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“…Beberapa IKM mengabaikan brand image dan lebih memfokuskan pada proses produksi. Pemasaran yang dilakukan selebritis menjadi saluran pemasaran yang handal dan banyak diminati saat ini (Hsieh et al, 2023;Masuda et al, 2022). Sari et al (2022) menyebutkan bahwa celebrity endorser merupakan seorang, baik atlit, aktor, artis dan diketahui banyak orang serta jadi idola atas prestasinya di bidang tersebut dan digunakan guna menyebarkan iklan yang dirancang guna menarik atensi serta pengaruhi konsumen.…”

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Minat Beli Produk Sambal “Mak’e” Melalui Labelisasi Halal, Brand Image Dan Celebrity Endorsement

Handayani,

Prisilawati

2023

jre

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The purpose of this study is to be used to know and analyze the effect of the halal label, brand image and celebrity endorsement on the intention to buy homemade “sambal” type of products among people in the Surakarta City area. This research was conducted quantitatively in which the number of samples was 100 respondents who were consumers of homemade “sambal” type of products. The sampling technique used is accidental sampling. The data collection method used is a questionnaire. The data analysis technique uses multiple linear regression analysis with the help of SPSS 25. The results of the partial test it is proven that the halal label has a non-significant positive effect on purchase intention, while brand image has a significant positive effect on purchase intention and celebrity endorsement has a significant positive effect on purchase intention of homemade sambal products in the city of Surakarta.

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Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

Foroughi,

Iranmanesh,

Nilashi

et al. 2023

J of Consumer Behaviour

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Given the rise of marketing through social media influencers (SMIs), this study aimed to investigate the influences of source credibility and content validity factors on followers' attitudes and intention to purchase brands endorsed by SMIs through brand engagement and brand expected value. The study assessed the moderating effect of product–influencer congruency. Data were collected from 429 individuals in Iran and were assessed using the “partial least squares” (PLS) and “fuzzy‐set qualitative comparative analysis” (fsQCA) approaches. PLS results affirmed the significance of all direct relationships except the role of entertainment value on brand engagement and informativeness value on brand expected value. Product–influencer congruence positively moderated the effects of trustworthiness and expertise on brand expected value. fsQCA identified five solutions with various combinations of elements that lead to high purchase intention. The results of performing fsQCA revealed that three factors, namely attractiveness, entertainment value, and attitude, are necessary to achieve high purchase intention. fsQCA results challenged the PLS findings, indicating the importance of using an asymmetric approach in conjunction with PLS. Our study provides valuable insight for marketing influencers and practitioners on the importance of source credibility and content value factors in enhancing the effectiveness of SMI marketing activities and persuading customers to purchase endorsed brands.

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Investigating the relationships between influencers and their followers: Moderator of human brand of influencer (HBI) phase

Cited by 11 publications

References 98 publications

Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory

Minat Beli Produk Sambal “Mak’e” Melalui Labelisasi Halal, Brand Image Dan Celebrity Endorsement

Determinants of followers' purchase intentions toward brands endorsed by social media influencers: Findings from PLS and fsQCA

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