ABSTRACT Social media’s effect has become one of the important business topics these days and is largely discussed in terms of influencing consumer decisions. This study aims to investigate the effect of some social media influencer characteristics on consumer decisions with respect to the moderation role of advertising repetition. While the number of social media followers is increasing daily, and most organisations are using social media platforms to promote their products and services, this paper adds additional insight into how social media influencer traits may influence follower decisions to buy, especially within the context of healthy food. A quantitative research method was used to collect data from Keto product buyers in Jordan. A PLS-SEM approach was used for analysis, with a total of 543 responses from active buyers of these products. The findings reveal the significant effect of all hypothesised research assumptions and a significant moderating effect of advertising repetition on the relationship between social media influencer characteristics and consumer decisions. The research findings also provide expected implications and support the evidence in the literature, but its knowledge gaps could be covered by integrating a new model with new variables within a single unique research framework.
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