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Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands?

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Mega Indira Pambudi

    (Petra Christian University)

  • Serli Wijaya

    (Petra Christian University)

  • Ferry Jaolis

    (Petra Christian University)

Abstract

Instagram is one of the top three most popular social media platforms in Indonesia. Nowadays, many local brand owners collaborate with influencers to promote products or services sold through Instagram. This study examines the extent to which influencer credibility and advertising content value are shared to create brand trust and consumer behavioral intention. The online survey was distributed to 206 followers of three female Indonesian fashion influencers with at least four hundred thousand followers on Instagram. The results show that influencer credibility and advertising content significantly and directly influence brand trust towards Indonesian fashion products promoted by influencers. Brand trust also significantly and directly influences the followers’ behavioral intentions. However, the influencer’s credibility and his advertising content value indirectly influence the followers’ behavioral intentions through brand trust. These findings indicate that brands under influencer endorsements must first earn trust from the followers prior to encouraging their behavioral intention.

Suggested Citation

  • Mega Indira Pambudi & Serli Wijaya & Ferry Jaolis, 2023. "Content Value Versus Influencer Credibility: What Matters More for Followers’ Trust and Behavioral Intention Towards Collaborative Brands?," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 814-824, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_102
    DOI: 10.2991/978-94-6463-008-4_102
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