IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v160y2023ics0148296323001315.html
   My bibliography  Save this article

Social media influencers: An effective marketing approach?

Author

Listed:
  • Ooi, Keng-Boon
  • Lee, Voon-Hsien
  • Hew, Jun-Jie
  • Leong, Lai-Ying
  • Tan, Garry Wei-Han
  • Lim, Ai-Fen

Abstract

Drawing upon the source credibility theory, interactivity theory, gratification-opportunities, with the overarching theory of belief-attitude-behavioral chain, this study investigates the antecedents (i.e., mobile convenience, interactivity, and influencer credibility) that shape one’s attitudes toward social media influencer and advertised product or service, as well as how these attitudinal outcomes lead to actual purchase. Additionally, the moderating role of gender is examined. Interestingly, the results indicate that interactivity is playing negative direct and indirect roles in attitudinal outcomes. Furthermore, the attitude towards product or service is fully mediating the direct effect of attitude towards the social media influencer on purchase behavior. Besides, the association between influencer credibility and attitude towards product or service is strongly moderated by gender, in which the path is stronger for males. The integrated framework complements existing Information Technology/Information System models. Additionally, the study also renders contributions to the influencer marketing literature.

Suggested Citation

  • Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    • Handle: RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001315
    DOI: 10.1016/j.jbusres.2023.113773
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323001315
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.113773?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Giang Barrera, Kevin & Shah, Denish, 2023. "Marketing in the Metaverse: Conceptual understanding, framework, and research agenda," Journal of Business Research, Elsevier, vol. 155(PA).
    2. Hair, Joe F. & Howard, Matt C. & Nitzl, Christian, 2020. "Assessing measurement model quality in PLS-SEM using confirmatory composite analysis," Journal of Business Research, Elsevier, vol. 109(C), pages 101-110.
    3. Arghashi, Vahideh & Yuksel, Cenk Arsun, 2022. "Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    5. Borodin A. D., 2016. "World experience of state influence on the economy," Visnyk of National University of Civil Protection of Ukraine. Public Administration series., National University of Civil Protection of Ukraine, vol. 4(1), pages 37-43, January.
    6. Wang, Stephen W. & Kao, Grace Hsiu-Ying & Ngamsiriudom, Waros, 2017. "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 10-17.
    7. ., 2016. "How can economic inequality influence health?," Chapters, in: Sick of Inequality?, chapter 4, pages 38-47, Edward Elgar Publishing.
    8. Kritikos, Alexander S. & Tan, Jonathan H.W., 2016. "Influence in the Face of Impunity," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 141, pages 119-121.
    9. Gunawan, Dedy Darsono & Huarng, Kun-Huang, 2015. "Viral effects of social network and media on consumers’ purchase intention," Journal of Business Research, Elsevier, vol. 68(11), pages 2237-2241.
    10. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    11. Reinikainen, Hanna & Tan, Teck Ming & Luoma-aho, Vilma & Salo, Jari, 2021. "Making and breaking relationships on social media: the impacts of brand and influencer betrayals," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    12. Hyojin Kim & Eunju Ko & Juran Kim, 2015. "SNS users' para-social relationships with celebrities: social media effects on purchase intentions," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 279-294, June.
    13. (Chloe) Ki, Chung-Wha & Park, Sangsoo & Kim, Youn-Kyung, 2022. "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults," Journal of Business Research, Elsevier, vol. 144(C), pages 264-277.
    14. Oecd, 2016. "What influences spending on education?," Education Indicators in Focus 46, OECD Publishing.
    15. Hsu, Chin-Lung & Lin, Judy Chuan-Chuan, 2016. "Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention," Technological Forecasting and Social Change, Elsevier, vol. 108(C), pages 42-53.
    16. Bagozzi, Richard P. & Baumgartner, Johann & Yi, Youjae, 1989. "An investigation into the role of intentions as mediators of the attitude-behavior relationship," Journal of Economic Psychology, Elsevier, vol. 10(1), pages 35-62, March.
    17. Okazaki, Shintaro & Mendez, Felipe, 2013. "Perceived Ubiquity in Mobile Services," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 98-111.
    18. Kim, Do Yuon & Kim, Hye-Young, 2021. "Trust me, trust me not: A nuanced view of influencer marketing on social media," Journal of Business Research, Elsevier, vol. 134(C), pages 223-232.
    19. Kim, Do Yuon & Kim, Hye-Young, 2021. "Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure," Journal of Business Research, Elsevier, vol. 130(C), pages 405-415.
    20. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    21. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    22. Holbrook, Morris B, 1986. "Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(3), pages 337-347, December.
    23. Liu, Xia & Shin, Hyunju & Burns, Alvin C., 2021. "Examining the impact of luxury brand's social media marketing on customer engagement​: Using big data analytics and natural language processing," Journal of Business Research, Elsevier, vol. 125(C), pages 815-826.
    24. Baabdullah, Abdullah Mohammed, 2018. "Consumer adoption of Mobile Social Network Games (M-SNGs) in Saudi Arabia: The role of social influence, hedonic motivation and trust," Technology in Society, Elsevier, vol. 53(C), pages 91-102.
    25. Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen, 2021. "“Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy," Journal of Business Research, Elsevier, vol. 132(C), pages 146-157.
    26. John Dimmick & Yan Chen & Zhan Li, 2004. "Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension," Journal of Media Economics, Taylor & Francis Journals, vol. 17(1), pages 19-33.
    27. Verma, Deepak & Prakash Dewani, Prem & Behl, Abhishek & Pereira, Vijay & Dwivedi, Yogesh & Del Giudice, Manilo, 2023. "A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type," Journal of Business Research, Elsevier, vol. 154(C).
    28. Moon Young Kang & Byungho Park, 2018. "Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator," Sustainability, MDPI, vol. 10(4), pages 1-14, April.
    29. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    30. Kim, Juran & Spielmann, Nathalie & McMillan, Sally J., 2012. "Experience effects on interactivity: Functions, processes, and perceptions," Journal of Business Research, Elsevier, vol. 65(11), pages 1543-1550.
    31. Park, Hyun Jung & Lin, Li Min, 2020. "Exploring attitude–behavior gap in sustainable consumption: comparison of recycled and upcycled fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 623-628.
    32. Lim, Weng Marc & Ahmed, Pervaiz Khalid & Ali, Md Yunus, 2022. "Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying," Journal of Business Research, Elsevier, vol. 146(C), pages 582-604.
    33. Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    34. Hair, Joseph F. & Astrachan, Claudia Binz & Moisescu, Ovidiu I. & Radomir, Lăcrămioara & Sarstedt, Marko & Vaithilingam, Santha & Ringle, Christian M., 2021. "Executing and interpreting applications of PLS-SEM: Updates for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 12(3).
    35. Paula Rodríguez-Torrico & Jana Prodanova & Sonia San-Martín & Nadia Jimenez, 2020. "The ideal companion: the role of mobile phone attachment in travel purchase intention," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(13), pages 1659-1672, July.
    36. Frommeyer, Britta & Wagner, Elisa & Hossiep, C. Richard & Schewe, Gerhard, 2022. "The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis," Journal of Business Research, Elsevier, vol. 143(C), pages 201-213.
    37. Ki, Chung-Wha (Chloe) & Cuevas, Leslie M. & Chong, Sze Man & Lim, Heejin, 2020. "Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    38. Farrell, Andrew M., 2010. "Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009)," Journal of Business Research, Elsevier, vol. 63(3), pages 324-327, March.
    39. Masuda, Hisashi & Han, Spring H. & Lee, Jungwoo, 2022. "Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    40. Baumann, Chris & Hoadley, Susan & Hamin, Hamin & Nugraha, Albert, 2017. "Competitiveness vis-Ã -vis service quality as drivers of customer loyalty mediated by perceptions of regulation and stability in steady and volatile markets," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 62-74.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Zhang Yangzi & Kenny S. L. Cheah & Mohd Shahril Nizam Bin Shaharom, 2023. "Enhancing Self-Leadership in Online Fitness Education and Training: Exploring Strategies and Addressing Challenges Among Social Media Influencers in Henan Province, China," SAGE Open, , vol. 13(4), pages 21582440231, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mukta Garg & Apurva Bakshi, 2024. "Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    2. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Hair, Joseph F. & Astrachan, Claudia Binz & Moisescu, Ovidiu I. & Radomir, Lăcrămioara & Sarstedt, Marko & Vaithilingam, Santha & Ringle, Christian M., 2021. "Executing and interpreting applications of PLS-SEM: Updates for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 12(3).
    5. Xiao Liu & Xiaoyong Zheng, 2024. "The persuasive power of social media influencers in brand credibility and purchase intention," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    6. Syed Asim Shah & Muhammad Haroon Shoukat & Waseef Jamal & Muhammad Shakil Ahmad, 2023. "What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information," SAGE Open, , vol. 13(2), pages 21582440231, June.
    7. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    8. Cabeza-Ramírez, L. Javier & Sánchez-Cañizares, Sandra M. & Santos-Roldán, Luna M. & Fuentes-García, Fernando J., 2022. "Impact of the perceived risk in influencers' product recommendations on their followers' purchase attitudes and intention," Technological Forecasting and Social Change, Elsevier, vol. 184(C).
    9. Scott C. Manley & Joseph F. Hair & Ralph I. Williams & William C. McDowell, 2021. "Essential new PLS-SEM analysis methods for your entrepreneurship analytical toolbox," International Entrepreneurship and Management Journal, Springer, vol. 17(4), pages 1805-1825, December.
    10. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Li, Bin & Chen, Shuang & Zhou, Qi, 2023. "Empathy with influencers? The impact of the sensory advertising experience on user behavioral responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    12. Adnan Fateh & Norizah Mustamil & Fakhar Shahzad, 2021. "Role of authentic leadership and personal mastery in predicting employee creative behavior: a self-determination perspective," Frontiers of Business Research in China, Springer, vol. 15(1), pages 1-16, December.
    13. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    14. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    15. Scott C. Manley & Joseph F. Hair & Ralph I. Williams & William C. McDowell, 0. "Essential new PLS-SEM analysis methods for your entrepreneurship analytical toolbox," International Entrepreneurship and Management Journal, Springer, vol. 0, pages 1-21.
    16. Andonopoulos, Vasiliki & Lee, Jenny (Jiyeon) & Mathies, Christine, 2023. "Authentic isn't always best: When inauthentic social media influencers induce positive consumer purchase intention through inspiration," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    17. Xian Gao & Choy-Leong Yee & Wei-Chong Choo, 2022. "How Attachment and Community Identification Affect User Stickiness in Social Commerce: A Consumer Engagement Experience Perspective," Sustainability, MDPI, vol. 14(20), pages 1-16, October.
    18. Warinrampai Rungruangjit & Kitti Charoenpornpanichkul, 2022. "Building Stronger Brand Evangelism for Sustainable Marketing through Micro-Influencer-Generated Content on Instagram in the Fashion Industry," Sustainability, MDPI, vol. 14(23), pages 1-27, November.
    19. Alboqami, Hassan, 2023. "Trust me, I'm an influencer! - Causal recipes for customer trust in artificial intelligence influencers in the retail industry," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    20. Sokolova, Karina & Kefi, Hajer, 2020. "Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:160:y:2023:i:c:s0148296323001315. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.