影响者的原籍国如何影响年轻消费者的网络品牌拥护?

IF 3.5 Q2 BUSINESS
Meena Rambocas, Jenna Metivier
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引用次数: 0

摘要

目的 营销者越来越多地利用社交媒体上的有影响力者来吸引年轻消费者。本研究旨在调查影响者的原籍国(COO)对年轻消费者在线品牌拥护(OBA)的影响。通过准实验研究和在线自填问卷,从居住在特立尼达和多巴哥的 197 名 Z 世代(Gen-Z)护肤品消费者那里获得了数据。研究结果支持影响者的 COO 对年轻消费者的 OBA 所起的作用,以及影响者的可信度和感知同质性的中介效应。研究结果表明,本地影响者对 Gen-Z 消费者的 OBA 有更大的影响。此外,研究结果表明,可信度和感知同质性这两个变量对影响者的 COO 和 OBA 关系具有中介作用。研究结果还表明,与外国影响者相比,本地影响者受益于更高的可信度和更强的感知同亲度。原创性/价值这项研究通过了解影响者的外在特征(如原籍国)如何影响一个发展中小国 Z 世代消费者的 OBA 营销结果,填补了营销文献的空白。研究还证明了影响者与受众之间的同质性和可信度对营销成功的重要性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
How does the influencers' country of origin affect online brand advocacy among young consumers?
Purpose Marketers increasingly use social media influencers to appeal to young consumers. This study aims to investigate the impact of the influencers’ country of origin (COO) on young customers' online brand advocacy (OBA). It also tests the mediating effects of trustworthiness and perceived homophily on these relationships. Design/methodology/approach Data were obtained from 197 Generation Z (Gen-Z) consumers of skin care products living in Trinidad and Tobago, using a quasi-experimental study and online self-administered questionnaires. The data were analyzed using confirmatory factor analysis, analysis of covariance and multiple regression analysis. Findings The findings support the role of an influencer's COO on young consumers' OBA and the mediating effects of influencers' trustworthiness and perceived homophily. The findings show that local influencers have a more substantial effect on OBA for Gen-Z customers. In addition, results show that both variables of trustworthiness and perceived homophily mediate the influencer’s COO and OBA relationship. The findings also show that local influencers benefit from higher levels of trustworthiness and greater perceived homophily than foreign ones. Originality/value The study fills the gap in the marketing literature by understanding how an influencer’s extrinsic characteristics, such as country of origin, can affect the marketing outcome of OBA among Gen-Z consumers in a small developing country. It also demonstrates the importance of perceived homophily and trustworthiness between influencers and audiences for marketing success.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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