We match! Building online brand engagement behaviours through emotional and rational processes

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-11-15 DOI:10.1016/j.jretconser.2024.104146

Estefania Ballester , Carla Ruiz , Natalia Rubio , Cleopatra Veloutsou

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引用次数: 0

Abstract

Strong influencers generate attention and engagement for specific brands they endorse and present, but still little is known on how their intrinsic characteristics may contribute to their ability to generate content engagement intentions for any posted content. This study uses the dual-process theory and data collected from 1012 followers of an Instagram micro-influencer to examine how perceived consumer micro-influencers drive behavioural engagement with any shared branded content through emotional and rational processing. The results indicate that follower-influencer similarity exerts a positive and direct influence on all three engagement behaviours, and it indirectly affects content consumption and contribution behaviours through parasocial relationships (emotional route) and credibility (rational route). The findings also reveal that parasocial relationships enhance the influencer's credibility, underscoring the significant mediating role of these relationships. Notably, the indirect effect of similarity on credibility, mediated by parasocial relationships, is proven more substantial than the direct effect.

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我们匹配！通过感性和理性过程建立在线品牌参与行为

强大的影响者会为他们所代言和展示的特定品牌带来关注和参与，但对于他们的内在特征会如何促进他们为任何发布内容产生内容参与意图的能力，人们仍然知之甚少。本研究利用双重过程理论和从一位 Instagram 微影响力者的 1012 位追随者处收集的数据，研究了感知到的消费者微影响力者如何通过感性和理性处理来推动对任何共享品牌内容的行为参与。结果表明，关注者-影响者的相似性对所有三种参与行为都产生了积极而直接的影响，并通过寄生社会关系（情感途径）和可信度（理性途径）间接影响了内容消费和贡献行为。研究结果还显示，寄生社会关系提高了影响者的可信度，突出了这些关系的重要中介作用。值得注意的是，由寄生关系中介的相似性对可信度的间接影响被证明比直接影响更为显著。

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 Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.