IDEAS home Printed from https://ideas.repec.org/h/spr/prbchp/978-3-031-05728-1_22.html
   My bibliography  Save this book chapter

Analysis of the Impact of Brand Fit on Perceived Credibility of Social Media Influencers by European Millennials

In: Advances in Digital Marketing and eCommerce

Author

Listed:
  • Anna Schneewind

    (Tokyo International University)

  • Nora Sharkasi

    (Tokyo International University)

Abstract

Businesses are increasingly marketing their products through social-media influencers (SMI). Considering source credibility of SMI (conceptualized by information value, trustworthiness and expertise) and the theory of parasocial relationship, this study examines the effect of brand fit on SMI’s perceived credibility and thus on the purchase intention using structural equation modeling. The findings reveal that SMI’s perceived credibility has a positive effect on purchase intention and parasocial relationship. The familiarity with the influencer, conceptualized by parasocial relationship, was found to have a significant mediating role, and brand fit is found to have a positive effect on credibility. The study also examines the effect of brand fit on the model, brand fit was found to have a positive significant effect on SMI’s credibility, but it weakens the effect of parasocial relationship on purchase intention. In addition, the study highlights the effect of different European Millennials’ characteristics on perceived credibility and purchase intention. Self-expression and deal-driven were found to strengthen the effect of brand fit on SMI’s credibility and also that on purchase intention, while selectivity and open-mindedness were found to strengthen the effect of brand fit on credibility but not on purchase intention. The study offers several theoretical and practical contributions.

Suggested Citation

  • Anna Schneewind & Nora Sharkasi, 2022. "Analysis of the Impact of Brand Fit on Perceived Credibility of Social Media Influencers by European Millennials," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Luis F. Martinez (ed.), Advances in Digital Marketing and eCommerce, pages 191-207, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-05728-1_22
    DOI: 10.1007/978-3-031-05728-1_22
    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:978-3-031-05728-1_22. 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.