The impact of digital influencers’ characteristics on purchase intention of fashion products

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-03-29 DOI:10.1080/20932685.2022.2039263

M. Gomes, Susana Marques, Á. Dias

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引用次数: 17

Abstract

ABSTRACT Research on digital influencers’ role in marketing strategies under ongoing development. This study explores the role of digital influencer marketing on consumer purchase intention in fashion products. The goal is to investigate the direct and indirect relationships of trustworthiness, expertise, content quality, similarity, para-social interaction, and attitude towards sponsored posts on purchase intention. A mixed-method approach was conducted combining interviews with five digital influencers and a consumer-based survey with a sample of 206 fashion consumers, among them 96.1% were women and 51.5% were between 18 and 31 years old. Results indicate that blog content quality and para-social interaction positively influence purchase intention in fashion brands. Additionally, blog content quality plays a mediating role between trustworthiness and purchase intention. Moreover, consumers’ attitude towards sponsored posts influences directly and positively purchase intention and mediates the relationship between trustworthiness and purchase intention. Consumers’ attitude towards sponsored posts was also found to mediate the relationship between expertise and purchase intention. This study highlights the digital influencers’ marketing characteristics, which affect the fashion consumer purchase intention, enriching the research in this area and providing recommendations for further investigation. The results also highlight the importance of aligning communication strategies of fashion brands with influencers’ lifestyle.

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数字网红特征对时尚产品购买意愿的影响

摘要：正在发展中的数字影响者在营销策略中的作用研究。本研究探讨了数字影响力营销在时尚产品消费者购买意愿中的作用。目标是调查可信度、专业知识、内容质量、相似性、准社交互动和对赞助帖子的购买意向态度之间的直接和间接关系。采用混合方法，结合对五位数字影响者的采访和对206名时尚消费者的消费者调查，其中96.1%为女性，51.5%为18至31岁。结果表明，博客内容质量和准社交互动对时尚品牌的购买意愿有正向影响。此外，博客内容质量在可信度和购买意愿之间起着中介作用。此外，消费者对赞助帖子的态度直接、积极地影响购买意愿，并调节可信度与购买意愿之间的关系。消费者对赞助帖子的态度也被发现在专业知识和购买意愿之间起中介作用。本研究突出了影响时尚消费者购买意愿的数字影响者的营销特征，丰富了该领域的研究，并为进一步调查提供了建议。研究结果还强调了将时尚品牌的传播策略与有影响力的人的生活方式相结合的重要性。

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 Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.