Social media influencers: An effective marketing approach?

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.