2019
DOI: 10.1002/mar.21244
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The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

Abstract: We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Guided by the influence framework, we propose and test empirically SMIs' influence mechanism, which occurs in four principal stages: (a) a SMI's influence attempts (showcasing H1: attractive; H2: prestigious; H3 and H4: expert; H5: informative; and H6: interactive Instagram contents); (b) target consumers' attitudinal response to the influence exercised (evaluating the SMI as a H7: taste and H8: opinion l… Show more

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Cited by 321 publications
(289 citation statements)
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References 78 publications
(124 reference statements)
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“…A new type of celebrity that involves the practice of self-presentation. Ki and Kim (2019) Independent, third-party endorsers who have developed large social networks by publically sharing their opinions. They have established credibility with their audiences because of knowledge and expertize on a particular topic.…”
Section: Data Availability Statementmentioning
confidence: 99%
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“…A new type of celebrity that involves the practice of self-presentation. Ki and Kim (2019) Independent, third-party endorsers who have developed large social networks by publically sharing their opinions. They have established credibility with their audiences because of knowledge and expertize on a particular topic.…”
Section: Data Availability Statementmentioning
confidence: 99%
“…30). Although marketers have myriad different options in implementing DCM, they often turn to SMIs to build brand engagement (Ki & Kim, 2019; Torres et al, 2019; Voorveld, 2019). Because “DCM is based on the premise of a genuine, sincere desire to add value to the consumer's life in some relevant way (e.g,.…”
Section: Introductionmentioning
confidence: 99%
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“…Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel [10]. That's the way marketing practitioners may consider partnering with different influencer depending on their influencer marketing campaigns' specific goals and take advantage of different influencer depending on whether marketers want to create more buzz about corporate initiatives or publicize products just launched [11].…”
Section: Introductionmentioning
confidence: 99%
“…Researchers (Ki, Kim, 2019) emphasize the role and significance of social media influencers within marketing and promotion strategies. These authors argue that customers perceive brands as more relevant when endorsed by influencers rather than celebrities.…”
Section: Literature Reviewmentioning
confidence: 99%