{"title":"通过社交媒体影响者进行品牌传播:建立信任和信任传递机制","authors":"Rang Wang, Sylvia Chan-Olmsted","doi":"10.1177/23294884241255911","DOIUrl":null,"url":null,"abstract":"By leveraging the trust they have instilled in followers, social media influencers open up new brand communication opportunities. Drawing on interpersonal and brand trust theories, this study conceptualizes influencer trust as a relational, multidimensional concept, and adopts the trust transfer theory to explain how this trust helps with brand communication outcomes. Using a national survey, the study shows that influencer ability, benevolence, integrity, authenticity, interactivity, relatability, and past experience quality contribute to trust in influencer, which then contributes to brand trust and consequently purchase and word-of-mouth intentions. Influencer-brand congruence also plays a moderating role in the model. Relatability and interactivity consistently contribute to all dimensions of trust (i.e., cognitive, affective, and behavioral trust), while other factors only predict certain dimensions. All trust dimensions could transfer from influencers to brands, with cognitive and behavioral trust being the most transferable. The moderating role of influencer-brand congruence only applies to cognitive trust.","PeriodicalId":45593,"journal":{"name":"International Journal of Business Communication","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2024-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Brand Communication Through Social Media Influencers: Trust Building and Trust Transfer Mechanisms\",\"authors\":\"Rang Wang, Sylvia Chan-Olmsted\",\"doi\":\"10.1177/23294884241255911\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"By leveraging the trust they have instilled in followers, social media influencers open up new brand communication opportunities. Drawing on interpersonal and brand trust theories, this study conceptualizes influencer trust as a relational, multidimensional concept, and adopts the trust transfer theory to explain how this trust helps with brand communication outcomes. Using a national survey, the study shows that influencer ability, benevolence, integrity, authenticity, interactivity, relatability, and past experience quality contribute to trust in influencer, which then contributes to brand trust and consequently purchase and word-of-mouth intentions. Influencer-brand congruence also plays a moderating role in the model. Relatability and interactivity consistently contribute to all dimensions of trust (i.e., cognitive, affective, and behavioral trust), while other factors only predict certain dimensions. All trust dimensions could transfer from influencers to brands, with cognitive and behavioral trust being the most transferable. The moderating role of influencer-brand congruence only applies to cognitive trust.\",\"PeriodicalId\":45593,\"journal\":{\"name\":\"International Journal of Business Communication\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.1000,\"publicationDate\":\"2024-06-06\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Business Communication\",\"FirstCategoryId\":\"96\",\"ListUrlMain\":\"https://doi.org/10.1177/23294884241255911\",\"RegionNum\":3,\"RegionCategory\":\"经济学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business Communication","FirstCategoryId":"96","ListUrlMain":"https://doi.org/10.1177/23294884241255911","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Brand Communication Through Social Media Influencers: Trust Building and Trust Transfer Mechanisms
By leveraging the trust they have instilled in followers, social media influencers open up new brand communication opportunities. Drawing on interpersonal and brand trust theories, this study conceptualizes influencer trust as a relational, multidimensional concept, and adopts the trust transfer theory to explain how this trust helps with brand communication outcomes. Using a national survey, the study shows that influencer ability, benevolence, integrity, authenticity, interactivity, relatability, and past experience quality contribute to trust in influencer, which then contributes to brand trust and consequently purchase and word-of-mouth intentions. Influencer-brand congruence also plays a moderating role in the model. Relatability and interactivity consistently contribute to all dimensions of trust (i.e., cognitive, affective, and behavioral trust), while other factors only predict certain dimensions. All trust dimensions could transfer from influencers to brands, with cognitive and behavioral trust being the most transferable. The moderating role of influencer-brand congruence only applies to cognitive trust.
期刊介绍:
The International Journal of Business Communication (IJBC) publishes manuscripts that contribute to knowledge and theory of business communication as a distinct, multifaceted field approached through the administrative disciplines, the liberal arts, and the social sciences. Accordingly, IJBC seeks manuscripts that address all areas of business communication including but not limited to business composition/technical writing, information systems, international business communication, management communication, and organizational and corporate communication. In addition, IJBC welcomes submissions concerning the role of written, verbal, nonverbal and electronic communication in the creation, maintenance, and performance of profit and not for profit business.