Insta-Influencers’ Endorsement Effect on Consumers’ Purchase Intention: Parallel Mediation Role of Brand Credibility and Brand Attitude

Q3 Business, Management and Accounting

Journal of Asia-Pacific Business Pub Date : 2023-09-23 DOI:10.1080/10599231.2023.2259257

Alaleh Dadvari, Massoud Moslehpour, Shallyn Aprillia Shira

引用次数: 0

Abstract

ABSTRACTThe paper aims to study the indirect effect of Insta influencers’ endorsement on Indonesian consumers purchase intention through brand attitude and brand credibility. A survey method based on an online questionnaire is distributed to collect data from Indonesian Instagram users that resulted in 288 usable responses. Partial least squares structural equation modeling (PLS-SEM) is carried out to test the hypotheses. Research findings provide implications for both marketers and influencers by bolding the attribute of an effective endorsement that has tangible direct impact on Indonesian consumers’ behavior.KEYWORDS: Influencers’ endorsementbrand attitudebrand credibilitypurchase intentionsocial media marketing Disclosure statementNo potential conflict of interest was reported by the author(s).

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网红代言对消费者购买意愿的影响:品牌信誉度和品牌态度的平行中介作用

摘要本文旨在通过品牌态度和品牌信誉研究ins网红背书对印尼消费者购买意愿的间接影响。采用基于在线问卷的调查方法，收集印度尼西亚Instagram用户的数据，得到288份可用回复。采用偏最小二乘结构方程模型(PLS-SEM)对假设进行验证。研究结果为营销人员和有影响力的人提供了启示，认为有效的代言对印尼消费者的行为有切实的直接影响。关键词:网红代言、品牌态度、品牌信誉、购买意向、社交媒体营销披露声明作者未发现潜在的利益冲突。

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

Journal of Asia-Pacific Business Business, Management and Accounting-Business and International Management

CiteScore

2.50

自引率

0.00%

发文量

期刊介绍： Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.