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Instagram influencers in Kuwait: A persuasion knowledge perspective

Author

Listed:
  • Alhaidar, Ahmad

    (Platinum Book Advertising, Kuwait)

  • Xue, Fei

    (School of Media and Communication, USA)

Abstract

Although many studies have investigated the effectiveness of social media influencers in brand campaigns, very few of these studies have been conducted in the Middle East region. To address this gap in the literature, this study examines Instagram influencers in Kuwait. The authors develop an integrated conceptual framework based on the persuasion knowledge model to explore factors related to persuasion knowledge, topic knowledge and agent knowledge. A 2 × 2 × 2 factorial design is utilised to explore the effects of persuasion knowledge, influencer–product congruence and parasocial relationship on perceived post credibility, influencer credibility, sharing intention, brand interest and purchase intention. The effects of influencer–product congruence on sharing intention, brand interest and purchase intention are found to be significant, as are the effects of parasocial relationship on advertisement credibility, influencer credibility, brand interest and purchase intention. In addition, persuasion knowledge is found to moderate the effects of influencer–product congruence and parasocial relationship.

Suggested Citation

  • Alhaidar, Ahmad & Xue, Fei, 2023. "Instagram influencers in Kuwait: A persuasion knowledge perspective," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(4), pages 361-378, March.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:4:p:361-378
    as

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    More about this item

    Keywords

    Instagram; influencers; persuasion knowledge; influencer–product congruence; parasocial relationship;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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