The Impact of Influencer Attributes on Behavioral Intention through the Customer Relationship Quality

Abstract

Recently, social networking services have surged in popularity, significantly elevating the influence of influencers engaged in SNS activities. This study investigated the correlation between several variables including influencer attributes, the quality of the relationship between influencer and customer, influencers' intentions to purchase products, and loyalty to them. It was observed that multiple factors considerably impacted these relationships. Nonetheless, establishing a commitment in the relationships between influencers and customers proved to be challenging, often resembling one-to-many connections rather than more intimate one-to-one engagements. Moreover, fostering stability within these relationships was deemed essential. These insights can assist companies in honing their influencer marketing strategies and in developing robust relationship-building approaches.