Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

Wong, Amy; Wei, Joicey

doi:10.1016/j.jretconser.2023.103507

Cited by 10 publications

(9 citation statements)

References 57 publications

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“…The concept of homophily pertains to the inclination of followers to actively engage with influencers who exhibit similar ideals, lifestyles, or interests (Ladhari et al, 2020). Numerous scholarly investigations have examined the influence of homophily on the level of involvement shown by customers (Mainolfi & Vergura, 2022; Wong & Wei, 2023). Those who follow influencers perceive them as relatable, primarily owing to shared interests or identities; they tend to be more inclined to connect with the content.…”

Section: Literature Reviewmentioning

confidence: 99%

Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness

Ahmed,

Islam,

Ghaffar

2024

Sage Open

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This study explores the relationship between social media influencers (SMIs) and followers’ engagement, social attractiveness, and establishing brand loyalty. The study seeks to redefine current theoretical frameworks and provide practical insights for marketers by investigating the mediating role of followers’ engagement (FE) and social attractiveness (SA) and the moderating influence of parasocial interactions. The present study utilized a quantitative research methodology. The researchers employed the Smart PLS 4 structural equation modeling (SEM) technique to analyze the data. The data was obtained from the participants using the convenience sampling technique. This study’s findings reveal that the sole influence of social media influencers’ homophily on brand loyalty was insignificant; the presence of a substantial mediator, namely consumer engagement, suggests that engagement plays a role in channeling the impact of homophily on brand loyalty. Furthermore, the SA played a crucial role in mediating, emphasizing the significance of aesthetic and emotional appeal. The study revealed that parasocial relationships did not have a significant moderating effect on FE. However, they significantly modified the association between SMIs’ homophily and brand loyalty. These study findings highlight that marketers operating within the laptop industry specifically utilize engagement activities, emphasize visual harmony, and foster parasocial relationships to maximize the influence of influencers on brand loyalty.

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Section: Literature Reviewmentioning

confidence: 99%

Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness

Ahmed,

Islam,

Ghaffar

2024

Sage Open

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“…Wong and Wei (2023) focused on a particular form of homophily, attitude homophily, which refers to the extent to which the followers believe their attribute towards brands aligns with that of the influencer. Wong and Wei (2023) found a significantly higher purchase intention when influencers with higher attitudes homophily promote products. Chen et al (2023) propose similar findings of higher homophily leading to higher brand attachment.…”

Section: Homophily and Influencer Selectionmentioning

confidence: 99%

“…While these studies have used the concept of homophily to demonstrate the impact of influencers, we propose to use homophily in content consumption to be the base for influencer selection and performance prediction. Using the concept discussed by (Wong and Wei, 2023), the impact of influencers is higher when the attitude of homophily is high. We propose operationalizing this phenomenon to the influencer's content, demonstrating that similarity to past content strongly predicts future content performance.…”

Section: Homophily and Influencer Selectionmentioning

confidence: 99%

“…The study proposes that the homophily between the influencers and the audience following the influencer creates higher value and co-creation behavior. Wong and Wei (2023) focused on a particular form of homophily, attitude homophily, which refers to the extent to which the followers believe their attribute towards brands aligns with that of the influencer. Wong and Wei (2023) found a significantly higher purchase intention when influencers with higher attitudes homophily promote products.…”

Section: Literature Reviewmentioning

confidence: 99%

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Influencer recommendation system: choosing the right influencer using a network analysis approach

Jha,

Ray

2023

MIP

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PurposeThe rise of social media has led to the emergence of influencers and influencer marketing (IM) domains, which have become important areas of academic inquiry. However, despite its prominence as an area for study, several significant challenges must be addressed. One significant challenge involves identifying, assessing and recommending social media influencers (SMIs). This study proposes a semantic network model capable of measuring an influencer's performance on specific topics or subjects to address this issue. This study can assist managers in identifying suitable SMIs based on their estimated reach.Design/methodology/approachData from popular YouTube influencers and publicly available performance measures (views and likes) are extracted. Second, the titles of the past videos made by the influencer are used to develop a semantic network connecting all the videos to other videos based on similarity measures. Third, the nearest neighbor approach extracts the neighbors of the target title video. Finally, based on the set of neighbors, a range prediction is made for the views and likes of the target video with the influencer.FindingsThe results show that the model can predict an accurate range of views and likes based on the suggested video titles and the content creator, with 69–78% accuracy across different influencers on YouTube.Research limitations/implicationsThe current study introduces a novel and innovative approach that exploits the textual association between a SMI's previous content to forecast the outcome of their future content. Although the findings are encouraging, this research recognizes various constraints that upcoming researchers may tackle. Forecasting views of posts concerning novel subjects and precisely adjusting video view counts based on their age constitute two primary limitations of this study.Practical implicationsManagers interested in hiring influencers can employ the suggested approach to evaluate an influencer's potential performance on a specific topic. This research aids managers in making informed decisions regarding influencer selection, utilizing data-based metrics that are simple to comprehend and explain.Originality/valueThe study contributes to outreach evaluation and better estimating the impact of SMIs using a novel semantic network approach.

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“…Additionally, the research on the effect of influencer marketing in an emerging economy like India is still unexplored. Prior investigations on the influence of social media influencers on purchase intention, such as Lee & Watkins (2016), Torres et al (2019), and Wong & Wei, (2023), had employed the source attractiveness model only. Sokolova & Kefi (2019) measured credibility using source attractiveness, in an empirical study on bloggers.…”

mentioning

confidence: 99%

Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing

Garg,

Bakshi

2024

Humanit Soc Sci Commun

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The growing usage of digital platforms has made influencer marketing the most cost-effective marketing tool, especially for products consumed by young digital natives. Among other products, these include fashion and beauty-related items such as cosmetics, whose online marketing has created a particular category of influencers called ‘beauty vloggers.’ By applying the source credibility model, this study investigates whether beauty vloggers’ credible attributes (trustworthiness, expertise, and attractiveness) help consumers build trust towards them and whether followers’ trust leads to desirable marketing outcomes (increased purchase intention). Prior literature used the source credibility model in a fragmented manner. However, this study enhances the holistic framework of social media influencers’ impact on purchase intention by investigating all three credible attributes. It specifically addresses the significance of cultivating trust between beauty vloggers and followers, exploring the impact of vloggers’ credible attributes on consumer purchase intention. Additionally, beauty vloggers periodically engage in parasocial interactions to increase closeness with their audiences, affecting consumer behaviour. This study addresses the limited research on the consequences of parasocial interactions in an emerging market context, examining the impact of beauty vloggers’ repeated interactions on consumer behaviour, contributing to a comprehensive understanding of purchase intention using parasocial interaction as an antecedent. The research was conducted on consumers belonging to the age group of 16–45 who use social media platforms daily. Using structural equation modelling via SmartPLS software, the statistical analysis was done on 357 North Indian respondents. The study explores the influence of beauty vloggers on consumers’ purchasing behaviour in the Indian context. The results demonstrate that beauty vloggers’ credibility traits help in influencing consumer behaviour. The findings also revealed that trust partially mediates the impact of credible attributes of beauty vloggers and consumers’ purchase intention. Additionally, the results show that customers’ purchasing decisions might be influenced by repeated parasocial interactions done by beauty vloggers if they perceive them as credible information sources. The findings of the study contribute to help industrial marketers and practitioners of cosmetic companies use influencer marketing strategically in order to increase market sales.

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Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense

Cited by 10 publications

References 57 publications

Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness

Shaping Brand Loyalty through Social Media Influencers: The Mediating Role of Follower Engagement and Social Attractiveness

Influencer recommendation system: choosing the right influencer using a network analysis approach

Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing

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