Influence Of Credibility Research Articles

How to strategically disclose sponsored content on Instagram? The synergy effects of two types of sponsorship disclosures in influencer marketing

Given the burgeoning usage of influencers in social media marketing, the need to understand how consumers react to sponsored messages is on the rise. Drawing on the signaling theory, Elaboration Likelihood Model (ELM), and the message sidedness literature, this study illustrates the interaction effect between two types of sponsorship disclosures—brand influence disclosure (brand vs. honest opinion) and compensation type disclosure (gift vs. payment vs. sales commission)—on purchase intentions via influencer credibility, influencer-follower parasocial interaction (PSI), and brand attitudes. Through an experiment with 401 female participants, we found that a proper combination of these two types of disclosures generates a two-sided disclosure message and motivates people to scrutinize this two-sided message, which will boost influencer credibility, PSI, brand attitudes, and eventually, purchase intentions.

Consumer perceptions: Do sponsorship disclosure and influencer credibility affect brands in the beauty and cosmetics industry?

The focus of the research is to fill in the gaps in existing research on the change from traditional marketing trends to current marketing trends in the Philippines, particularly influencer marketing on various digital media platforms. This study aims to determine significant factors affecting consumer perception (purchase intention) in the beauty and cosmetics industry, specifically sponsorship disclosure labels and influencer credibility, is beneficial to cosmetic companies, marketing agencies, and future researchers as a basis for future campaigns or research in line with influencer marketing. A total of 226 people were surveyed for this study, which used a descriptive-correlational technique. A Structural Equation Model (SEM) was used to assess their perceptions of influencer marketing as well as their overall attitude about the characteristics indicated. According to the findings of the study, influencers have a substantial effect in affecting respondents' purchase intentions for businesses. However, when it comes to sponsorship disclosure labels, the data demonstrate that they have no impact on consumer perceptions of purchase intent.

Impact of Thin-Ideals in Influencer Posts Promoting Healthy vs. Unhealthy Foods on Tweens' Healthy Food Choice Behavior.

The current study examines how social media influencers can be deployed to promote healthy food choice behavior among tweens. In particular, we investigated whether tweens’ healthy food choice behavior can be stimulated by using a thin-ideal influencer in a sponsored influencer post promoting unhealthy vs. healthy food. A two-by-two, between-subjects experimental study (influencer weight: thin-ideal vs. overweight; snack-type: unhealthy vs. healthy) was conducted with 146 tweens (11–13 years old, 73 boys). Results show that tweens’ choice for a healthy snack was higher when a (female) overweight influencer promoted an unhealthy snack (compared to a healthy snack). Using a thin-ideal influencer promoting an unhealthy vs. healthy snack did not affect tweens’ healthy food choices. While there were no interaction effects of influencer weight and snack type on source effects (influencer credibility, influencer admiration, and trans-parasocial interactions), the results did show that the influencer was perceived as less credible and was admired less when she was overweight vs. when she had a thin-ideal body-type.

Influence of YouTube Influencers’ Characteristics on Consumer Response after the Controversy over ‘Backdoor Advertisement’

Purpose - This study attempts to explore the factors that affect the consumer’s response to the influencer’s “backdoor advertisement” which has been a social media controversy recently. Accordingly, this study focuses on the importance of the information source’s characteristics in influencer marketing, and demonstrates the impact of influencer credibility, attractiveness, and expertise on consumer responses after the influencer’s sponsorship controversy. Design/methodology/approach - To this end, a study was conducted on adults who subscribed to one or more channels of influencers, and a virtual newspaper article was used in the survey. 196 sample data were collected and SPSS PROCESS Macro was used for data analysis. Findings - As a result, there was a negative impact on the credibility of the influencer which carried over to a negative reception of their shared content, while the attractiveness of the influencer had a positive impact on the reception of their shared content, even after the controversy over the influencer’s backdoor advertisement. Research implications or Originality - This study contributes to the expansion of research on influencer marketing. Also, it provides insight into understanding and interpreting the phenomenon of influencers’ backdoor advertisements and consumer reactions.

How Effective Are Social Media Influencers Recommendations The Effect of Message Source on Purchasing Intention and e-Word of Mouth (WOM) from a Para-Social Interaction Perspective

Purpose –The aim of this study was to eplainhow the source credibility, attitude homophily, interactivity, and para-social interaction are related and affect the attitude toward the post. Following this, the effect of this attitude on buying and e-WOM intention and the moderating role of risk aversion levels in this relationship also has been investigated. Design/methodology/approach –Data were collected from 570 followers of an influencer who mainly share content related to experience products on Instagram. The research model was tested with SEM and multi group comparison analysis using AMOS. Findings –This study revealed that para-social interaction of consumers with influencers results in the generation of a positive attitude towards the recommendation post of the influencer. Also, once a positive attitude towards the post has been generated, it results in the generation of purchase intention and e-WOM engagement. Relationships examined in the context of experience products showed that attitude homophily and influencer's interactivity were the most influential among the antecedents (influencer's credibility, attitude homophily, interactivity) examined in the formation of para-social interaction. In the study, it was also determined that the risk aversion levels of consumers have a moderating effect on the attitude-purchase intention relationship, and even in the context of experience products that are perceived as inherently risky, consumers with low risk aversion tended to make purchases by considering the influencer's share.Discussion –Today, where influencer marketing is used extensively by businesses, it is possible for these activities to create the desired effect by choosing the right influencer. It is crucial to determine what is necessary to ensure that the followers buy the product and have positive word-of-mouth communication that are among the ultimate goals of the influencer's posts. For experience products where the purchasing decision is relatively risky, it can be said that for the success of influencer marketing, the influencer's expertise, the attitude homophily, and the willingness of the influencer to interact are essential at the point of establishing para-social interaction. In order to ensure that consumers with high risk aversion levels buy the product, it can be recommended to pay great attention to the content shared and provide helpful information that reflects the truth.

The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products

Nowadays, Personal care products grow rapidly every year even in a red ocean industry. With changes in this digital era, personal care companies have to innovate in order to survive and grow. One of the ways is the use of digital marketing. There are many ways to do digital marketing and one of the popular methods is social media influencers. However, with so many new influencers on social media, marketers find it challenging to choose the right influencers to promote their products because not every influencer brings a significant impact. Choosing the wrong influencers could cause the business to lose money and harm the image of a product or a brand. On the other hand, choosing the right influencers may lead to the popularity of the product and an increase in sales. Based on that, this research is focusing on the influencers from the consumer’s point of view, in order to know the type of influencers that fit with the product offered. This research is based on literature study that describes Influencer credibility has a positive impact on consumers' purchase intention, attitude towards products, and advertising. Moreover, Influencer credibility could describe and evaluate an influencer based on their attractiveness, trustworthiness, and expertise.

“I will buy what my ‘friend’ recommends”: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions

PurposeInfluencer marketing is a newer interactive marketing model that has attracted the attention of scholars and marketers. The study aimed to examine the mediation role of influencer credibility (IC) and the moderation role of self-esteem in the effects of individuals' parasocial relationships (PSR) with YouTube influencers on their product attitudes (PATs) and purchase intentions (PIs).Design/methodology/approachThe researchers used an online survey to test a sequential mediation model and moderation mediation models using Hayes PROCESS modeling.FindingsThe researchers revealed a sequential mediation model that IC and PAT mediate the association between PSR and PI. Individuals who perceived IC to be low were more likely to buy an endorsed product when their self-esteem got lower. When their self-esteem is low, individuals tend to purchase the endorsed products if they have stronger PSR with the influencers. However, they are less likely to buy the endorsed products when their self-esteem gets higher.Originality/valueThe study expands the dimensions of IC. The persuasive power of IC and influencer-user relationship was affected by individual differences, namely, self-esteem. Brands should pay attention to customers' personalities, motivations and preferences when designing strategies to market their products via social media.

The Consumer Perception of Corporate Social Responsibility Motives During COVID-19 Pandemic: A Key Link between Social Media Influencer Credibility, Brand Attitude, and Purchase Intention

The Consumer Perception of Corporate Social Responsibility Motives During COVID-19 Pandemic: A Key Link between Social Media Influencer Credibility, Brand Attitude, and Purchase Intention

Indonesian Stock’s Influencer Phenomenon: Did Financial Literacy on Millennial Age Reduce Herding Behavior?

In Indonesia's capital market, there was a phenomenon that famous influencers seem to lead to behavioral bias in the stock market. The stock price changed significantly after those stock influencers shared information or recommended certain stocks. This research examined how the stock influencer's credibility affected investors' investment in recommended stock. We collected data from 132 individual investors who participated in the research. We used a questionnaire with a 5-Likert scale. The result showed that an influencer's credibility had a significant influence on investors' herding behavior. However, there was no significant evidence that financial literacy matters in that relationship. Interestingly, we found there was no significant difference in herding behavior between millennial and non-millennial investors.

Are they being authentic? The effects of self-disclosure and message sidedness on sponsored post effectiveness

The importance of social media for advertising and marketing has brought growing interest and investment into sponsored influencers. However, much is unknown about the effectiveness of influencers, including the mechanisms by which these online personalities build and maintain authentic image. This study examines two important elements, influencers’ self-disclosures (present vs. not present) and message sidedness (one-sided vs. two-sided), to explain the effectiveness of influencer marketing. Findings revealed that Instagram product reviews with two-sided messages yielded higher influencer authenticity, influencer credibility, ad attitudes, and eWOM intentions than Instagram product reviews with one-sided messages. Results also revealed that the perceived authenticity and credibility of influencers with two-sided messages mediated effects on ad attitude, brand attitudes, purchase intention, and eWOM intention. Self-disclosure was not impactful, nor did product involvement moderate effects of influencer posts. Theoretical, practical, and managerial implications are considered, indicating that two-sided messages are advantageous for influencers and the brands who sponsor them, while self-disclosure is less consequential.

Kredibilitas Influencer Dalam Mempromosikan Produk MakeOver Cosmetics Di Kalangan Mahasiswa

Abstract: The credibility of social media-based influencers has become an important factor in consumer decision making. The study aimed of this study was to see how the influencers' credibility in MakeOver Cosmetics products among students was. The research sample was taken as many as 91 student respondents from the Faculty of Communication Sciences, Islamic University of Bandung. The research method used in this study is an explanation that serves to impact the influencer credibility (IC) felt by consumers, using a credibility model of the dimensions of Attractiveness, Expertise, and Trustworthiness. The software used to measure the constructed model in SmartPLS 3.3.2. The results showed that the Composite Reliability on the credibility of the influencers was 0.943 accepted. R. Square in the influencer's credibility to the dimensions studied is attractiveness is 0.737, and Expertise is 0.886 and Trustworthiness is 0.804. So, this dimension can be said that the influencer's credibility is significant. While the Average Variance Extracted (AVE) given by the credibility of the influencer is 0.548 a statement that the construct is accepted. The development of research on the credibility of influencers still has much to be researched in the future.

Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers

This study examines the influence of influencers' credibility on purchase intention on Instagram. The framework in this study includes attractiveness and trustworthiness as an indicator of influencer credibility and independent variables, number of followers as moderator, and purchase intention as dependent variable. Respondents in this study were 200 Instagram users in Indonesia who had done via Instagram. The results show that attractiveness and trust have a positive effect on purchase intention. And, the number of followers moderates the relationship between attractiveness to purchase intention and trustworthiness to purchase intention. In addition, the results of this study also prove that the number of followers has a direct influence on purchase intention. This study contributes to the product endorsement literature, how an influencer can increase the purchase intention of a consumer on Instagram social media.

Attractiveness, Trustworthiness and Purchase Intention in Social Media Instagram: The Moderating Role of The Number of Followers

This study examines the influence of influencers' credibility on purchase intention on Instagram. The framework in this study includes attractiveness and trustworthiness as an indicator of influencer credibility and independent variables, number of followers as moderator, and purchase intention as dependent variable. Respondents in this study were 200 Instagram users in Indonesia who had done via Instagram. The results show that attractiveness and trust have a positive effect on purchase intention. And, the number of followers moderates the relationship between attractiveness to purchase intention and trustworthiness to purchase intention. In addition, the results of this study also prove that the number of followers has a direct influence on purchase intention. This study contributes to the product endorsement literature, how an influencer can increase the purchase intention of a consumer on Instagram social media.

Influence of fashion blogs on technology-driven behaviour of millennial

ABSTRACT Digital technologies have changed millennials’ consumer behaviour from traditional to innovative perspectives in the context of the Pakistani fashion industry. The study aimed to investigate the influence of fashion blogs on millennial consumer purchasing behaviour. The study adopted the Technology Acceptance Model (TAM) by considering; perceived usefulness, perceived ease of use, ikperceived social influence, perceived influencer credibility, and fashion innovativeness as research variables. A Survey of 300 responses was collected through convenience sampling. The study findings indicated that attitude towards fashion blogs, perceived usefulness, perceived social influence, and perceived influencer credibility were significant predictors of the purchase intention of millennials. The study will help marketers and managers to develop appropriate strategies to improve the purchasing behaviour of fashion consumers.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.

Effectiveness of Healthcare and Fitness Influencers during COVID Times

Influencer marketing has played a significant role in marketing to present its products on a digital platform. In this study, we are trying to gauge the effectiveness of healthcare and fitness influencers on Instagram. More specifically, the researchers are trying to find how the one-way interaction and the influencer's credibility are related to purchasing intention. Also, the researchers are trying to find the indirect relationship between purchase intention and social attractiveness, physical attractiveness, and attitude homophily. The researchers have used a linear regression process to analyse the data. This research paper studied the effect on purchase intention due to both source credibility and PSI. We also found the indirect relationship between purchase intention and attitude homophily, physical attractiveness and social attractiveness. Again, these outcomes will benefit both the companies and the bloggers to gain a competitive advantage over other market players. In this research paper, we have studied the consumer buying behaviour of a particular segment (healthcare and fitness) on Instagram. Also, our respondents are located in various parts of India. Due to these reasons, the researcher cannot generalize their results to other media platforms and other segments. The authors find that the source's credibility has a greater impact on purchase intention than a single source of interaction between the user and the influencer. Both credibility and Para social interaction displayed a positive relationship to purchase intention.

Conceptual Review of Social Influencer Marketing on Purchase Intention; Dynamics in Fashion Retail Industry

The competition in the fashion retail industry is reaching new heights due to various demands of the fashion consumers. As per the significant growth in the fashion retailing sector, the marketers need to define the strategies to address their customer intentions. With the increase of ad blocking, shift from traditional media to online platforms and especially the rapid growth of the social networking sites (Facebook, Instagram, YouTube, Twitter), fashion retailers have to align their social media strategies with the online and offline behavior of the consumers. This researcher study mainly focuses upon understanding the impact of social media influencers and the purchase intention among the consumers. Objectives of this study were to understand the effectiveness of social influence on consumer purchase intention for fashion related products, therefore this study has investigated main construct of Influencer Credibility and Information Quality of the content shared by these social influencers and their relationship with both Attitude towards reviews and Purchase Intention respectively. Finally, the researcher further investigates whether there is a mediating effect of Attitude towards reviews on the relationship between effectiveness of social influence and Purchase Intention. The study commences with a general overview into the subject of focus, followed by an in depth review of the literature on the main concepts Influencer Marketing, Purchase Intention and Attitude towards reviews. Based on the understanding of the literature and concepts with regard to the area of study, the conceptual frame work was derived.

Influence for social good: exploring the roles of influencer identity and comment section in Instagram-based LGBTQ-centric corporate social responsibility advertising

Brands have increasingly collaborated with influencers on their social advocacy efforts through social media influencer advertising. This study explores the effects of influencer identity and comment section in Instagram-based corporate social responsibility advertising within the context of Pride collection supporting the LGBTQ (lesbian, gay, bisexual, transgender, queer) community. Through an experiment sampling both non-LGBTQ and LGBTQ Instagram users (N = 645), the present study investigates how the featured Instagram influencer’s intergroup identity (non-LGBTQ, LGBTQ) interacts with comment valence (positive, negative) to influence consumers’ responses to the Pride collection advertisements contributing to the LGBTQ cause. Moreover, it explores whether perceived influencer credibility, brand hypocrisy, and brand motive mediate the effects of influencer identity and comment valence. The findings demonstrated that the LGBTQ-identified influencer elicited more perceived credibility and less brand hypocrisy, particularly among the LGBTQ participants. However, the non-LGBTQ influencer elicited more positive ad attitudes and behavioural tendencies among the cisgender heterosexual non-LGBTQ participants. Theoretical and practical implications are discussed.

Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry

Purpose This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan. Design/methodology/approach The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate. Findings The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI. Research limitations/implications This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform. Practical implications The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research. Social implications Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective. Originality/value This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.

Social Media Influencer Credibility and Social Influence on Intention to Use Fintech in Indonesia

Communication and information technology innovations have been applied to various fields of industry and utilized as an opportunity in financial business. One of these id Financial Technology (FinTech). FinTech companies mostly implement collaboration with social media influencers in their promotional and marketing strategies. This research aims to conduct investigate the impact of social media influencer’s credibility and social influence on the intention to use FinTech Service technology users. The quantitative research method used by distributing questionnaires online to 400 respondents and processed using Path Analysis. The result of this research indicate that social influence has significant impact compared to the source credibility of social media influencers on users’ intention to use of FinTech Service technology. Based on the results, concluded that the users of FinTech Service in Indonesia were more influenced by the suggestions and input from family and peers in choosing the type of FinTech Service application they used.