The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience

Argyris, Young Anna; Muqaddam, Aziz; Miller, Steve

doi:10.1016/j.jretconser.2020.102347

Cited by 51 publications

(29 citation statements)

References 91 publications

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“…Thereby in literature, similarity has been regarded as an imperative source and principle of persuasion [ 17 ]. This similarity attraction paradigm (SAP) phenomenon can be explained as individuals are more fascinated by stimuli (whether source or content) that are similar to their perspective or experience [ 36 ]. The SAP has been supported in the Asian context, for instance, Chinese customers favor ad incorporating culture and such a cultural converging advertising strategy is found to be effective [ 37 ].…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators

Raza

Zaman

Iftikhar

et al. 2021

IJERPH

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Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the growing environmental threats. Hence, green marketers need to develop effective advertising campaigns to enhance the usage of bio-nanomaterial plastics. Past literature has suggested that cultural value-laden advertising appeals can give sustainable behavioral cues to consumers. Hence, this research unfolds the underlying cultural dimensions between the value-laden eco-friendly advertising appeals and intention to use bio-nanomaterial plastics (henceforth IBP). The present study proposes a moderating model in which two dimensions presented in the Global Leadership and Organizational Behavior Effectiveness (henceforth GLOBE) framework interact with the individuals’ perception of eco-friendly advertising appeals (henceforth IPEA) to drive bio-nanomaterial plastics usage. The model was tested by conducting an experimental study on a sample of 364 Pakistani consumers. Findings of structural equation modeling show a significant difference in the relationship between IPEA and IBP, which is moderated by the performance orientation (henceforth PO) and institutional collectivism (henceforth IC) dimensions with diverse intensity. These findings validate the effectiveness of PO and IC (as cultural dimensions) and eco-friendly advertisements that can potentially promote the consumption of bio-nanomaterials plastic.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators

Raza

Zaman

Iftikhar

et al. 2021

IJERPH

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show abstract

“…In addition, the authenticity of an influencer is primarily based on their sharing of daily experiences that help foster a connection with followers (Stefanone et al, 2010). The resulting interpersonal intimacy is accompanied by an increased perception of credibility (Argyris et al, 2021), and trustworthiness (Jin et al, 2019), that have been shown to impact consumer decision-making. For instance, young female social media users are likely to follow the advice of influencers because they are deemed more credible than celebrities (Djafarova and Rushworth, 2017).…”

Section: The Power Of Social Media Influencersmentioning

confidence: 99%

“…The source credibility model postulates that expertise and trustworthiness create the perceived credibility of a source (Yuan and Lou, 2020). Building on this, researchers have shown that the perceived credibility (Argyris et al, 2021), and trustworthiness Jin et al (2019) of SMIs are the most effective traits in promoting an endorsed brand. While trustworthiness and expertise are paramount, the visual, picture-orientated nature of social networking sites, especially Instagram, requires SMIs to create a "perfect" image to accompany the user generated content and maximize potential returns.…”

Section: Introductionmentioning

confidence: 99%

An investigation of influencer body enhancement and brand endorsement

Lefebvre

Cowart

2021

JSM

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Purpose As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer marketing, it is important for marketers to understand consumer perceptions of these modified appearances. This paper aims to use the lens of perceived morality (PM) to investigate consumer perceptions of cosmetic surgery services and the effect of enhanced body appearance on consumer interest in an endorsed brand. Interpersonal similarity (IS) is tested as a boundary condition. Design/methodology/approach A mixed-methods approach was taken with a qualitative study and two online experiments. Participants were recruited through snowball sampling (NStudy 1 = 133) and Amazon Mechanical Turk (NStudy 2 = 202; NStudy 3 = 270). Findings The themes uncovered in the qualitative study revealed that cosmetic surgery services were acceptable when internally motivated but may signal inauthenticity. The findings of Study 2 suggested consumer interest in an endorsed brand was negatively impacted by body enhancement (BE), with PM as the underlying mechanism. Study 3 results demonstrated IS moderated this effect. The indirect effect was significant only for those low in IS. Originality/value This research contributes to the underexplored area of cosmetic surgery services and its role in influencer marketing. The findings extend the literature on consumer attitudes and perceptions toward these services and provides insight into the intersection of BE and morality. The contribution is notable, as marketers increasing rely on social media influencers, many of whom have undergone cosmetic surgery services and enhanced their body appearance, to promote their brands.

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“…With the rise in popularity of social media, social media influencers (SMIs) have emerged as micro-celebrities (Torres et al , 2019). SMIs amass a large number of followers by posting visually and verbally appealing content on social media sites (Argyris et al , 2021), which gives them social impact similar to that of traditional celebrities. At the same time, SMIs foster intimacy with followers by sharing real-life experiences and commodity preferences and actively participating in interaction.…”

Section: Introductionmentioning

confidence: 99%

“…First, the Source Credibility Model of traditional celebrity was applied to SMIs in the social media context (e.g. attractiveness (Torres et al , 2019; Sakib et al , 2020), expertise (Trivedi and Sama, 2020), credibility (Fink et al , 2020; Argyris et al , 2021), etc.). Other characteristics of influencers have also been considered, such as interaction (Ryu et al , 2021) and prestige (Ki and Kim, 2019).…”

Section: Introductionmentioning

confidence: 99%

Influencer marketing: purchase intention and its antecedents

Peng

2021

MIP

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PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

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The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience

Cited by 51 publications

References 91 publications

An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators

An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators

An investigation of influencer body enhancement and brand endorsement

Influencer marketing: purchase intention and its antecedents

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