{"title":"\"虚拟纽带与实际交易\":研究虚拟影响者的可信度通过虚拟参与对购买行为的影响","authors":"Durgesh Agnihotri, Pallavi Chaturvedi, Vikas Tripathi","doi":"10.1108/jcom-02-2024-0035","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The study used structural equation modeling (CB-SEM) to assess data from a survey conducted online of 538 participants (Instagram followers of virtual influencers).</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The results reveal that source credibility dimensions significantly affect followers’ buying behavior in the context of VIs except the trustworthiness dimension. However, mediation analysis has shown that virtual engagement substantially mediates between source credibility dimensions including trustworthiness.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>The study highlights the value of the credibility of VI and its alignment with the followers’ buying behavior. The study provides valuable inputs for the brand managers as the credibility of the VI can be effectively leveraged in implementing strategies to encourage their followers/consumers on social media platforms to purchase the goods/services they endorse.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The study overcomes the shortcomings of recent studies by empirically investigating the affiliation between VIs’ credibility and followers’ buying behavior through Instagram. The study uniquely extends the potential of SCT in the context of non-human VIs.</p><!--/ Abstract__block -->","PeriodicalId":51660,"journal":{"name":"Journal of Communication Management","volume":null,"pages":null},"PeriodicalIF":3.1000,"publicationDate":"2024-07-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"“Virtual bonds and actual transactions”: investigating the impact of virtual influencers' credibility on buying behavior through virtual engagement\",\"authors\":\"Durgesh Agnihotri, Pallavi Chaturvedi, Vikas Tripathi\",\"doi\":\"10.1108/jcom-02-2024-0035\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The study used structural equation modeling (CB-SEM) to assess data from a survey conducted online of 538 participants (Instagram followers of virtual influencers).</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The results reveal that source credibility dimensions significantly affect followers’ buying behavior in the context of VIs except the trustworthiness dimension. However, mediation analysis has shown that virtual engagement substantially mediates between source credibility dimensions including trustworthiness.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>The study highlights the value of the credibility of VI and its alignment with the followers’ buying behavior. The study provides valuable inputs for the brand managers as the credibility of the VI can be effectively leveraged in implementing strategies to encourage their followers/consumers on social media platforms to purchase the goods/services they endorse.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The study overcomes the shortcomings of recent studies by empirically investigating the affiliation between VIs’ credibility and followers’ buying behavior through Instagram. 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“Virtual bonds and actual transactions”: investigating the impact of virtual influencers' credibility on buying behavior through virtual engagement
Purpose
This research makes an effort to empirically investigate the role of source credibility theory (SCT) in the prevailing modern influencer marketing context by establishing an association between virtual influencers ((VIs) non-human) and the buying behavior of their followers. It further provides insights into the mediating role of virtual engagement on the affiliation between VIs’ credibility and the buying behavior of followers.
Design/methodology/approach
The study used structural equation modeling (CB-SEM) to assess data from a survey conducted online of 538 participants (Instagram followers of virtual influencers).
Findings
The results reveal that source credibility dimensions significantly affect followers’ buying behavior in the context of VIs except the trustworthiness dimension. However, mediation analysis has shown that virtual engagement substantially mediates between source credibility dimensions including trustworthiness.
Practical implications
The study highlights the value of the credibility of VI and its alignment with the followers’ buying behavior. The study provides valuable inputs for the brand managers as the credibility of the VI can be effectively leveraged in implementing strategies to encourage their followers/consumers on social media platforms to purchase the goods/services they endorse.
Originality/value
The study overcomes the shortcomings of recent studies by empirically investigating the affiliation between VIs’ credibility and followers’ buying behavior through Instagram. The study uniquely extends the potential of SCT in the context of non-human VIs.