社交媒体影响者的可信度如何吹响宣传号角？双重中介模型

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2023-04-11 DOI:10.1080/15332667.2023.2197767

Muhammad Haroon Shoukat, Kareem M. Selem, Syed Asim Shah

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引用次数: 4

摘要

社交媒体影响者(SMIs)通过在社交媒体平台上创建内容来影响其追随者购买推荐品牌(IPB)的意愿的能力至关重要。这在网红营销文献中很少受到关注。本研究运用信息源可信度理论，探讨了巴基斯坦时尚语境中，情感依恋(EA)和推定影响(IPI)在SMIs可信度与追随者IPB关系中的双重中介作用。一份自我管理的调查问卷收集了346名社交媒体用户的数据。PLS-SEM结果显示，SMIs的可信度对IPB有负向影响。然而，中小企业的信誉与EA和IPI均呈正相关。此外，EA和IPI完全中介了中小企业信誉度与IPB之间的关系。本研究加深了人们对追随者与SMIs之间的情感联系现象的认识。本文也为时尚界的学者和从业者提供了有价值的理论和实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

How Does Social Media Influencer Credibility Blow the Promotional Horn? A Dual Mediation Model

Abstract The ability of social media influencers (SMIs) to shape their followers’ intentions to purchase the recommended brands (IPB) by creating content on social media platforms is critical. This has received little attention in influencer marketing literature. Drawing on source credibility theory, this study investigates the dual mediation of emotional attachment (EA) and influence of presumed influence (IPI) in the relationship between SMIs’ credibility and followers’ IPB in the Pakistani fashion context. A self-administered questionnaire was used to collect data from 346 social media users. PLS-SEM results revealed that SMIs’ credibility does have a negative influence on IPB. However, SMIs’ credibility is positively related to both EA and IPI. Furthermore, EA and IPI fully mediated the relationship between SMIs’ credibility and IPB. This research deepened knowledge about the phenomenon of followers’ emotional bonding with SMIs. This paper also offers valuable theoretical and practical implications for academics and practitioners in the fashion industry.

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.