Transforming a social media influencer’s influential power to followers’ word of mouth and purchase intention: the role of brand attachment, brand credibility, and parasocial relationship

Abstract

With the rise of influencer marketing, companies and brands are increasingly cooperating with social media influencers as another important promotion tool. In this context, it is important to understand the followers’ perspective on how the influential power of the influencer transforms into their brand perception and actions toward the brand. This study explains the effects of perceived influence on brand attachment (i.e., brand self-connection and brand prominence) and brand credibility on followers’ word of mouth and purchase intention. Our findings reveal that perceived influence positively affects two dimensions of brand attachment and brand credibility. In addition, our study also finds the more prominent role of brand credibility over brand attachment in affecting followers’ actions (i.e., word of mouth and purchase intention). Finally, the results confirm that the parasocial relationship acts as a moderator in the relationship between three brand-relevant constructs and behavioral outcomes. This paper offers a better understanding of the effect of social media influencers’ influential power on followers’ brand-related thoughts and their responses to the recommended brand.