IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-030-93725-6_3.html
   My bibliography  Save this book chapter

The Effects of Social Media Influencers on Consumers’ Buying Intentions with the Mediating Role of Consumer Attitude

In: New Dynamics in Banking and Finance

Author

Listed:
  • Sadaf Damirchi

    (Eastern Mediterranean University)

  • Emrah Öney

    (Eastern Mediterranean University)

  • Seyed Arash Sahranavard

    (Eastern Mediterranean University)

Abstract

Influencer marketing is a new technique in the marketing field that makes it easy for many businesses to reach potential customers around the world that may not be accessible through traditional marketing techniques. By doing so, companies can gain a broader customer base and, as a result, increase their sales and revenues. In todays’ digital world, the number of individuals’ work as social media influencers on various platforms is constantly increasing. With the help of the social learning theory, four major factors that make a particular influencer an effective source have been identified. This study tries to analyze the effects of these four factors—source credibility, source attractiveness, influencer-product fit, and meaning transfer—on both consumer attitude and consumer buying intention. The results showed that source credibility, influencer-product fit, and meaning transfer positively impact consumer attitude and buying intentions. Source attractiveness has been found to have no effect on either consumer attitude or buying intentions. Consumer attitude has also been identified to mediate the relationships between source credibility, influencer-product fit, meaning transfer, and buying intentions.

Suggested Citation

  • Sadaf Damirchi & Emrah Öney & Seyed Arash Sahranavard, 2022. "The Effects of Social Media Influencers on Consumers’ Buying Intentions with the Mediating Role of Consumer Attitude," Springer Proceedings in Business and Economics, in: Nesrin Özataç & Korhan K. Gökmenoğlu & Bezhan Rustamov (ed.), New Dynamics in Banking and Finance, pages 45-72, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-93725-6_3
    DOI: 10.1007/978-3-030-93725-6_3
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    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:spr:prbchp:978-3-030-93725-6_3. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.