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Source publication
Social media influencers are often seen as independent third-party endorsers who can utilize their blogs, tweets and other type of social media tools to influence the attitudes of their readers and followers. This study tested a model that assesses the effectiveness of an Instafamous influencer in promoting a product and facilitating consumer decis...
Contexts in source publication
Context 1
... Figure 1 illustrates a conceptual model that integrates the interrelationships between the constructs drawn from the three theories. The model specifies that prior brand attitude could impact the three aspects of perceived influencer credibility. ...
Citations
... Para social interactions with influencers online lead followers to believe that buying a product endorsed by an influencer who is knowledgeable in that industry will help them seem just like the influencer. People will be more committed to a brand if they had a positive experience with the product ( (Breves et al., 2019); Yuan et al., 2016;(Lin et al., 2021). ...
... According to several studies (Ylmazdoan et al., 2021;(Lin et al., 2021); (Sokolova & Kefi, 2020)), consumers who trust an influencer are more inclined to trust the product they recommend. In this case, a positive significant relation exists between the variables. ...
... 43,44 Research indicates that consumers with more favourable attitudes toward a brand have higher brand purchase intentions. 45,46 A systematic review 47 of the effects of branding on physical activity implies that several brand equity variables (e.g., brand awareness and brand associations) have the ability to enhance physical activity (moderate or vigorous). Therefore, we assume that the brand attitude might impact physical activity behaviours, i.e., better attitudes towards the endorsed brand can increase users' exercise intentions. ...
... The perceived PSI might also significantly increase the purchase intention, 46 particularly for the unfamiliar brand. This result is interesting for unfamiliar brands since they are assumed to benefit especially from influencer collaborations. ...
... This is surprising as previous research suggested the positive effects of PSI on purchase intentions. 35,46 Both results need further investigation. ...
Objective
Fitness influencers have become important digital health communicators with regard to influencing consumer health behaviours, such as physical activity. We investigate how working (out) with these new communicators can generate benefits for the fitness influencer, user health, and endorsed brands. Based on the source credibility, social identity theory, and gender congruity research, this paper aims to identify the main factors that affect users’ attitudes toward the fitness influencer (influencer benefit), users’ exercise intentions (user health benefit) and their purchase intentions (brand benefit), considering user and influencer gender.
Methods
Two studies were conducted, both with male and female influencers and users. In study 1 (n = 496), the fitness influencer endorsed an unfamiliar brand, and in study 2 (n = 529) a familiar brand was endorsed. To test the proposed models and to estimate the path coefficients, structural equation modelling was performed.
Results
Key influencing factors were identified in the two studies: For attitude toward the influencer, source credibility is the most important; for exercise intention, parasocial interaction and attitude toward the behaviour are crucial; and purchase intention is largely predicted by the brand attitude. The studies revealed gender-congruent and non-congruent tendencies for female and male respondents, and different effects of unfamiliar and familiar brands.
Conclusions
Working (out) with fitness influencers can improve user attitudes toward the influencer, increase users’ exercise intentions, and increase brand purchase intentions, for both unfamiliar and familiar brands. Some gender congruity and some gender incongruity effects exist. The paper discusses important implications for theory and practice.
... Shimp (2013) states that expertise refers to the knowledge, knowledge or skills possessed by the source, namely the influencer, because they are directly connected to communication to the audience. Lin (2021) which also show that expertise has a significant effect on parasocial interactions. Based on descriptive analysis, it explains that Abel Cantika has excellent expertise in communicating beauty products on social media. ...
... With the positive interaction between followers and Abel Cantika, they feel close like old friends, so the information conveyed by Abel Cantika is used as a reference when purchasing a product. This is in line with research conducted by Lestari (2021), Septi (2022), Tandayong & Palumian (2022) and Lin (2021) which states that parasocial interaction has a positive effect on purchase intention. ...
This research aims to determine and analyze the influence of trust and expertise possessed by a beauty influencer on purchase intentions mediated by parasocial interactions. The sampling technique for this research is a purposive sampling technique which was distributed to followers of social media beauty influencer Abel Cantika aged 18-34 years. The number of respondents in this study was 400 and the data was obtained from the distribution of Google forms which was carried out over 20 days. Data analysis uses Structural Equation Model (SEM) via SmartPLS software. The result is that trust has a positive effect on purchase intentions, expertise has a negative effect on purchase intentions, the next result is that trust has a positive effect on parasocial interactions, expertise has a positive effect on parasocial interactions. Then parasocial interaction is able to mediate expertise on purchase intentions and finally parasocial interaction is able to mediate expertise on purchase intentions.
... The exploration of how vloggers' personal qualities affect their followers' parasocial interactions (PSI) is still in its early stages (Lin et al., 2021). While previous research has focused on the role of attractiveness in these relationships (Bond, 2018), there's a noticeable gap in understanding how expertise and trustworthiness influence them (Yuan & Lou, 2020). ...
With the popularity of short vlogs, a growing number of tourist destinations have begun to pay attention to their marketing value. Given this heightened attention, vloggers have increasingly been shooting tourism vlogs. This study establishes a structural equation model (SEM) based on the literature review on vlogger attributes, parasocial interaction, cynicism and travel intention. The research found that vlogger attributes positively affect parasocial interaction, which subsequently positively influences travel intention. Meanwhile, cynicism negatively affects parasocial interaction and has a minor influence that it can be considered practically insignificant on travel intention. This article also provides both practical and theoretical suggestions for tourism destination managers and tourism vloggers.
... The Parasocial Relationship with Favorite Food Influencer Scale (PSRFFIS) was developed by considering conceptual and empirical foundations of parasocial relationships, measures of audience's parasocial engagement with media figures [3], and previous scales assessing social media users' parasocial bonds with social media influencers (e.g., Instafamous influencers) [8]. Eight items were created to assess social media users' feelings of mutual awareness, attention, and adjustment with a food influencer on social media (e.g., "My favorite food influencer makes me feel comfortable, as if I am with friends"). ...
Purpose
Although a number of investigations have been carried out on the marketing outcomes of parasocial relationships (PSR) with food influencers on social media, little attention has been paid to the potential contribution of these one-sided emotional bonds to followers’ eating attitudes and habits. Drawing on the Parasocial Theory, the role of parasocial attachment with food influencers was investigated in predicting eating disorders, food addiction, and grazing. To increase the accuracy of PSR measurement, a brief self-report scale was developed to gauge social media users’ feelings of mutual awareness, attention, and adjustment with their favorite food influencer at a distance through social media.
Methods
Participants were a convenience sample of 405 Iranian social media users (231women; Mage = 28.16, SDage = 9.40), who followed a favorite food influencer on social media.
Results
The 8-item Parasocial Relationship with Favorite Food Influencer Scale (PSRFFIS) revealed a unidimensional structure with excellent content and construct validity and internal consistency. Regarding gender differences, men showed stronger parasocial attachment to their favorite food influencers. Adjusting age, gender, and subjective social status as control variables, PSR with favorite food influencers partially contributed to the explanation of eating disorder symptom severity, food addiction, and grazing.
Conclusion
These findings show that PSR with favorite food influencers appears to be associated with followers’ craving for food, which, in turn, may contribute to maladaptive eating habits. This highlights media-related factors, such as PSR with food influencers, as potential drivers of dysfunctional eating habits in the digital age, particularly in countries like Iran where disordered eating is prevalent.
Level of evidence
Level V—based on cross-sectional data (correlational study; scale development)
... Various researchers have also stated that positive or negative online reviews significantly impact consumers' purchase intentions because they are the first step to convincing consumers to confirm whether their purchase decision is right or wrong (Fong et al., 2018;Ventre & Kolbe, 2020;Zuo & Gou, 2023). Studies state that the other factors that influence the purchase intention of consumers are SMM (Erlangga et al., 2021), eWOM on Social Media (Leong et al., 2022) (MajlesiRad & Haji pour Shoushtari, 2020), the latest one being Social Media Influencers and Bloggers (Lin et al., 2021) (Schouten et al., 2020) (Kim Marjerison et al., 2020) (Lim et al., 2017). This study explores and discusses the subject of Social Media Influencers (SMIs) and the niche of SMIs in the literary world, i.e., Bookfluencers, to examine the following research questions: ...
As the Internet has become a part of many people's daily lives, it has led to the growth of a reading culture influenced by book bloggers on different social media platforms. This chapter identifies two social media platforms that the readers utilize to share about the books they have read. While readers have found their reading space on social media platforms, some have become book influencers. This chapter identifies two categories of prominent literary influencers i.e., Bookstagrammers and BookTubers. Since the readers follow book influencers to learn about the latest books and to read their reviews before making their purchase decision. This chapter aims to compare and analyse the prominent categories of book influencers focusing on knowing more about the preferred book influencers from the readers' point of view.
... Extensive research has highlighted the significant impact of PSI on consumer attitudes (Seo and Buchanan-Oliver, 2017; Yap and Ismail, 2022). For example, Lin et al. (2021) demonstrated that PSI with an influencer fostered greater trust in the influencer's recommendations, resulting in increased purchase intentions. ...
To succeed in the 'war for talent', it is becoming increasingly important for companies to build a strong employer brand, with social media playing a key role in targeting potential applicants from Generation Z. Against this backdrop, more and more companies are turning to influencer marketing, hiring external third-party influencers, or appointing their own employees as corporate influencers. However, the use of social media influencers in the context of employer branding has been little researched, especially the specific contributions of corporate influencers compared to third-party influencers. Against this background, an online experiment (n = 214) was conducted. The results show that perceived company-influencer fit and parasocial interaction support positive effects of influencer communication on employer reputation, employer image and intentions to apply. Furthermore, corporate influencers were found to have a stronger positive impact than third-party influencers on the employer brand. While prior research on social media influencers has focused largely on the marketing of product brands, this study contributes to a better understanding of their impact on the corporate brand level. The results illuminate the potential of employees as communicators to shape perceptions and attitudes of external stakeholders.
... Bi and Zhang (2022); Lee and Lee (2022); Su et al. (2021); Weismueller et al. (2020) results were obtained in the same direction as the findings. Considering that social media phenomena affect consumers' attitudes, intentions and behaviors, Lin et al. (2021) is consistent with the findings of the study. ...
Z Günümüzde geleneksel medyaya karşın çok daha yoğun bir kullanım alanı bulan sosyal medya, özellikle genç tüketicilerin yoğun bir şekilde etkilenme ve etkileme sergiledikleri bir alana dönüşmüştür. Takipçileriyle sürekli bir etkileşim ve iletişim halinde olmaları sebebiyle sosyal medya etkileyicileri, karar verme süreçlerinde tüketici davranışlarını yönlendiren önemli bir etki kaynağı haline dönüşmüşlerdir. Bu noktada, sosyal medya etkileyicilerinin, markalara yönelik tüketicilerin davranışsal niyetlerini nasıl yönlendirdiklerinin anlaşılması önemlidir. Bu doğrultuda bilgi boşluğunu doldurmak için çalışma, bir sosyal medya etkileyicisinin algılanan güvenilirliği, homofili ve satın alma niyeti ile parasosyal etkileşim arasındaki ilişkileri incelemeyi amaçlamaktadır. Araştırma kapsamında toplanan 394 anket formundan elde edilen veri analize dâhil edilerek, analizde IBM SPSS Statistics 22.0 ve Amos 23.0 paket programları kullanılmıştır. Araştırma modeli doğrultusunda yapı geçerliliği ve yapı güvenilirliği analizleri gerçekleştirilerek ardından yapısal eşitlik modellemesi uygulanmıştır. Çalışmanın bulgularıyla, homofili tutumun parasosyal etkileşim ve algılanan güvenilirlikte etkisi ortaya koyulmuştur. Ayrıca bulgular, parasosyal etkileşim ve algılanan güvenilirliğin ise satın alma niyetinin oluşmasında sosyal medya etkileyicileri tarafından yönlendirilen dijital pazarlama bağlamında anlamlı etkilere sahip olduğuna işaret etmektedir. Aynı zamanda parasosyal etkileşimin algılanan güvenilirliğin oluşmasında da etkisinin varlığı tespit edilmiştir. Çalışmanın literatüre katkısının yanı sıra pazarlamacılara pratik ve yönetimsel çıkarımlar da sağlayacağı düşünülmektedir.
... Then, in 2019, modest fashion products recorded the highest growth in Indonesia (IPrice, 2021). The growth enjoyed by the modest fashion industry is largely contributed by the extensive growth in domestic mobile adoption and the e-commerce sector (Sumarliah et al. 2022;Yuliastuti, 2022). ...
In recent years, modest fashion has grown significantly in Indonesia. Since the pandemic happened in 2020, some well-known modest fashion brands in Indonesia have started to change their focus from offline to online sales, using Instagram as one of the strategies. As a result, the role of social media influencers (SMI) in marketing strategies is expanding. This study's objective is to investigate experimentally how SMI can help brands in creating brand attitude and thus improve purchase intention. Building upon naïve theory, consumer socialization theory, and market signalling theory, this study wants to analyze the mediating role of perceived credibility and religiosity of SMI on modest fashion brands in Indonesia, as well as the moderating effects of hedonic value on the product. This research utilized 246 respondents who are active female Instagram users and used a single cross-sectional quantitative methodology. The data was processed using AMOS 24 with the SEM method. This research offers empirical evidence on the mediating effect of expertise, goodwill, trustworthiness, and religiosity between SMI power and brand attitude. Furthermore, the result of this study also shows that the influence of brand attitude on purchase intention is moderated by the hedonic value of the products. Keywords: social media influencer, modest fashion, perceived credibility, brand attitude, purchase intention
... Previous research indicates that influencers have significant effect over the dissemination of knowledge on a wide range of topics, from technology and health to lifestyle and beauty (Hermanda et al., 2019;Cheung et al., 2022;Poyry et al., 2022;Pangaribuan et al., 2019). Research indicates that the perceived proficiency and reliability of influencers augment the informative value of their posts, generating a distinct kind of digital knowledge that connects with viewers (Lin et al., 2021). The perceived value of influencers' informative content is further enhanced when they are aligned with certain specialized markets. ...
This study examines how social media users feel about influencers and sponsored material based on factors including credibility, entertaining postings, and informativeness. Then, consider how these factors relate to users’ intentions to buy in the context of Instagram marketing. This research paper collected data from 418 respondents through an online questionnaire. The questionnaire requires the respondents who are social media user, especially Instagram, millennials and Gen Z who is currently a university student who lived in Jakarta, and those who are following influencer on Instagram at least 3 influencers and who have purchased product and or services online. Statistical analyses are performed in this study. Findings – The result shows that the activity of influencers on Instagram has an impact on consumer behavior. Therefore, marketers in any kind of industries should consider the long-term impact that marketing influencer can give to their company. This study offers fresh perspectives on the efficacy of influencer marketing for millennials and Generation Z on Instagram in Jakarta, Indonesia. It highlights the need of carefully choosing influencers according to their unique approaches and comprehending the requirements of the target market, providing helpful advice to digital marketers hoping to increase the influence of influencer activities on consumer behavior and purchase decisions.
