Karina Sokolova, Saeedeh Rezaee Vessal, Charles Perez
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引用次数: 0
Abstract
Drawing on persuasion theory and the affect transfer hypothesis, this study explores how affection for social media influencers mediates and moderates followers' content perception (entertainment and informational value) and purchase intent. Using a dataset of 6633 French female followers across fashion, beauty, sports, news, and personal development sectors, and analyzed via PLS-SEM, results show affection's dual role. Information quality enhances affection, whereas entertainment compensates for low affection, especially among younger followers in beauty and fashion. Information quality, entertainment, and affection explain purchase intent across sectors, with older users valuing information quality more and showing higher purchase intent.
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The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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