Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
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DOI：
10.1016/j.techfore.2021.121246
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发表时间：
2022-01
影响因子：
12
通讯作者：
Hisashi Masuda;Spring H. Han;Jungwoo Lee
中科院分区：
文献类型：
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作者：
Hisashi Masuda;Spring H. Han;Jungwoo Lee
社交媒体影响者营销最近受到了极大的关注。许多研究探讨了影响者和追随者之间的准社会关系（PSR）的形成。PSR并不经常与其他广泛使用的关系营销结构相比较，尽管有许多PSR研究。本研究以说服理论为基础，建立了一个研究模型，用来考察PSR的相对权重。本研究考虑了三个个人属性（态度同质性，物理吸引力，社会吸引力）和三个特征（可信度，感知的专业知识，PSR）作为购买意愿的前因。数据是通过对观看影响者制作的YouTube广告后购买产品/服务的受访者进行调查收集的。研究发现，相对于其他特征，PSR对购买意愿有显着的积极影响，PSR与三个个人属性显着相关。此外，PSR的形成受到消费者感知的影响者类型的显著影响。调查显示，社交媒体影响者营销策略需要根据个人属性，特征和影响者类型进行微调。本文讨论了这些研究结果的理论和实践意义。
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.