مقاله انگلیسی تاثیر ویژگی های تاثیرگذار بر قصد خرید در بازاریابی تاثیرگذار رسانه های اجتماعی
Abstract
Keywords
Introduction
Literature review
Theoretical background and hypothesis development
Methodology
Results
Discussion
Conclusion
CRediT authorship contribution statement
Acknowledgments
References
ABSTRACT
Social media influencer marketing has recently received significant attention. Many studies have explored the parasocial relationship (PSR) formation between influencers and followers. PSR has not often been weighted against other widely used relationship marketing constructs, despite the multitude of PSR studies. This study developed a research model based on the theory of persuasion, which was constructed to investigate the relative weight of the PSR. The study considered three personal attributes (attitude homophily, physical attractiveness, and social attractiveness) and three characterizations (trustworthiness, perceived expertise, and PSR) as antecedents of purchase intention. Data were collected through a survey of respondents who bought products/services after watching YouTube advertisements made by influencers. The study found that PSR had a significantly positive impact on purchase intentions relative to other characterizations and that PSR was significantly related to the three personal attributes. In addition, PSR formation was significantly influenced by consumers’ perceived influencer types. The survey showed that social media influencer marketing strategies need to be fine-tuned based on personal attributes, characterizations, and influencer types. This paper discusses the theoretical and practical implications of these findings.
Introduction
As user-generated content proliferates on social media, users can become leading creators by actively producing and uploading personal stories and reviews of products and services. These users are referred to as “social media influencers” (Freberg et al., 2011; Khamis et al., 2017; Lim et al., 2017). Social media influencers have attracted much attention from companies and brands, not only as potential marketing channels but also as social relationship assets with whom they can collaborate. This can lead to sustainable relationships based on marketing and sales (Augustine, 2019). According to Business Insider, annual business investment in influencer marketing will reach $15 billion by 2022 (Schomer, 2019). A growing number of brands that recognize this new opportunity to reach their target markets are collaborating with social media influencers. The role they play in inducing consumers’ purchasing behavior is critical and is greater than the role played through traditional marketing channels. The number of influencer marketing-related studies has increased recently (Kim and Song, 2016; Ferchaud et al., 2018; Hwang and Zhang, 2018; de B´erail et al., 2019; Munnukka et al., 2019).