Impact of social media influencers on consumers' well-being and purchase intention: a TikTok perspective

IF 4.2 Q2 BUSINESS
Raja Ahmed Jamil, Urba Qayyum, Syed Ramiz ul Hassan, Tariq Iqbal Khan
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引用次数: 0

Abstract

Purpose Extending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention. Design/methodology/approach A between-subjects experiment (macro- vs mega-influencer) was conducted to assess the proposed hypotheses. A total of 190 consumers participated in the experiment, and SmartPLS 3.3 was used for multigroup analyses. Findings Overall, argument quality (AQ), source's credibility (SC) and influencer's kindness positively predict CW, and CW predicts purchase intention. It was also found that SC is more important when information comes from a mega-influencer, whilst kindness is essential for a macro-influencer. Practical implications The results of this study imply that CW should be an essential component of influencer marketing strategy. Marketing managers should hire credible and kind influencers who can produce quality arguments. Additionally, the selection of SMI (macro- vs mega-influencer) should be aligned with the marketing objective and type of persuasion required. Originality/value This is one of the early attempts to extend ELM by introducing influencer kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC and kindness) on CW and comparing these effects across macro- and mega-influencers.
社交媒体网红对消费者幸福感和购买意愿的影响:TikTok视角
目的扩展阐述似然模型(ELM),探讨社交媒体影响者(SMI)对消费者幸福感的影响,以及消费者幸福感对购买意愿的影响。设计/方法/方法进行了一项受试者之间的实验(宏观与超级影响者)来评估所提出的假设。共有190名消费者参与实验,使用SmartPLS 3.3进行多组分析。总体而言,论点质量(AQ)、信息源可信度(SC)和网红善意正向预测口碑,口碑预测购买意愿。研究还发现,当信息来自超级影响者时,SC更重要,而对于宏观影响者来说,善良是必不可少的。实践启示本研究的结果表明,口碑营销应该是网红营销策略的重要组成部分。营销经理应该雇佣可信、友善的有影响力的人,他们可以提出有质量的论点。此外,SMI(宏观影响者vs超级影响者)的选择应该与营销目标和所需的说服类型保持一致。这是通过引入影响者善意作为外围线索来扩展ELM的早期尝试之一。此外,该研究通过考察影响者特征(AQ、SC和kindness)对CW的影响,并比较宏观和超级影响者的影响,提供了新颖之处。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
6.90
自引率
0.00%
发文量
21
审稿时长
24 weeks
期刊介绍: European Journal of Management and Business Economics is interested in the publication and diffusion of articles of rigorous theoretical, methodological or empirical research associated with the areas of business economics, including strategy, finance, management, marketing, organisation, human resources, operations, and corporate governance, and tourism. The journal aims to attract original knowledge based on academic rigour and of relevance for academics, researchers, professionals, and/or public decision-makers.
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