Abstract
In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects consumers via social media. It proposes an integrated model—the social media influencer value model—to account for the roles of advertising value and source credibility. To test this model, we administered an online survey among social media users who followed at least one influencer. Partial least squares (PLS) path modeling results show that the informative value of influencer-generated content, influencer’s trustworthiness, attractiveness, and similarity to the followers positively affect followers’ trust in influencers’ branded posts, which subsequently influence brand awareness and purchase intentions. Theoretical and practical implications are discussed.
Keywords
Affect (linguistics)Influencer marketingCredibilityAdvertisingBusinessSource credibilitySocial mediaValue (mathematics)MarketingMedia contentPsychologyRelationship marketingMarketing managementComputer sciencePolitical science
Affiliated Institutions
Related Publications
Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit
In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. ...
The contribution of studies of source credibility to a theory of interpersonal trust in the communication process.
Interpersonal in the communication process is denned as reliance upon the communication of another person in order to achieve a desired but uncertain objective in a risky situa...
Scientific Uncertainty in News Coverage of Cancer Research: Effects of Hedging on Scientists and Journalists Credibility
News reports of scientific research are rarely hedged; in other words, the reports do not contain caveats, limitations, or other indicators of scientific uncertainty. Some have ...
The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty
The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to bra...
The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships
Selling alliances that are formed to cooperatively develop and maintain customer relationships are among the new organizational forms that marketing managers utilize for competi...
Publication Info
- Year
- 2018
- Type
- article
- Volume
- 19
- Issue
- 1
- Pages
- 58-73
- Citations
- 2171
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
2171
OpenAlex
175
Influential
Cite This
Chen Lou,
Shupei Yuan
(2018).
Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media.
Journal of Interactive Advertising
, 19
(1)
, 58-73.
https://doi.org/10.1080/15252019.2018.1533501
Identifiers
- DOI
- 10.1080/15252019.2018.1533501