Understanding the effectiveness of influencer recommendation information on social media platforms

IF 4.4 3区 管理学 Q2 BUSINESS
Fei Wang, Chang Zhang, Feiyan Lin, Maomao Chi, Jing Zhao
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引用次数: 0

Abstract

Existing social media influencer marketing research mainly explores how to enhance followers purchase intentions through the mechanisms of improving the follower–influencer relationship, however leaves research gaps regarding how to design effective influencer recommendation information (IRI) to stimulate consumer purchase behaviors. To address the gaps, a research model was established based on the information adoption model. This study collected 2276 influencer recommendation posts from typical Chinese social media influencer marketing platform WeChat Shopping Circle. Text-mining methods were used to develop measurements from influencer posts, and survey data were collected from 20 participants from a large Chinese university to validate measurements. Using negative binomial regression, the empirical study found that the number of consumers who purchase recommended products is determined by the usefulness of IRI, whereby being further affected by content expertise, content novelty, and platform endorsement to influencers. The type of recommended products moderates the relationship between these influencing factors and information usefulness. This study makes contributions by revealing the informational influence mechanism of IRI and identifying what factors can exert effective informational influence for different types of products. It also offers practical implications for the design of influencer recommendation strategies.

了解社交媒体平台上有影响力者推荐信息的有效性
现有的社交媒体影响者营销研究主要探讨如何通过改善追随者与影响者之间的关系机制来提高追随者的购买意愿,但对于如何设计有效的影响者推荐信息(IRI)来刺激消费者的购买行为还存在研究空白。针对这些空白,我们建立了一个基于信息采纳模型的研究模型。本研究从典型的中国社交媒体影响者营销平台微信购物圈收集了 2276 条影响者推荐信息。使用文本挖掘方法对影响者帖子进行了测量,并从中国一所大型大学的 20 名参与者中收集了调查数据来验证测量结果。实证研究使用负二项回归法发现,购买推荐产品的消费者人数由 IRI 的有用性决定,而内容的专业性、内容的新颖性和平台对影响者的认可度则进一步影响了购买推荐产品的消费者人数。推荐产品的类型调节了这些影响因素与信息有用性之间的关系。本研究的贡献在于揭示了 IRI 的信息影响机制,并确定了哪些因素能对不同类型的产品产生有效的信息影响。它还为影响者推荐策略的设计提供了实践意义。
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
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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