Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment
Social media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics o...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2024-05-01
|
| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20025/IM_2024_02_Zaman.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850045479235092480 |
|---|---|
| author | Khansa Zaman Sajjad Nawaz Khan Muhhamad Abbas Amani AbdAlatti |
| author_facet | Khansa Zaman Sajjad Nawaz Khan Muhhamad Abbas Amani AbdAlatti |
| author_sort | Khansa Zaman |
| collection | DOAJ |
| description | Social media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics on predicting intention to buy the recommended beauty brands through trust and a moderating role of emotional attachment with influencers. A sample size of 342 respondents from Pakistan was used to empirically test the hypothesized relationships. The respondents were social media users who follow renowned celebrities on various social media platforms and buy beauty products based on their recommendations. Thus, a purposive sampling technique was employed for data collection using online and in-person data collection methods. Quantitative techniques of regression and process models were used for data analysis. The findings show that characteristics of social media influencers, such as credibility and trustworthiness, have a significant positive impact (β = 0.521, p < .05) on the intention to buy cosmetic products from a particular brand. Likewise, emotional attachment between influencers and followers strengthens the effect on willingness to buy an endorsed brand approving moderation (β = 0.584, p < .05). Trust is also an important mediator as it plays a central role between characteristics of social media influencers and intention to buy products (β = 0.411, p < .05). This study discussed the implications and future research directions while incorporating research limitations.
Acknowledgment The authors extend their appreciation to the deanship of scientific research at King Khalid University for funding this work through a large group research project under grant number (RGP. 2/554/45). |
| format | Article |
| id | doaj-art-e2b50f414f8e453da5ca562686b1c3f3 |
| institution | DOAJ |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2024-05-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-e2b50f414f8e453da5ca562686b1c3f32025-08-20T02:54:40ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262024-05-0120212813910.21511/im.20(2).2024.1120025Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachmentKhansa Zaman0Sajjad Nawaz Khan1Muhhamad Abbas2Amani AbdAlatti3Ph.D., Associate Professor in Marketing, Department of Management Sciences, SZABIST University Islamabad, PakistanAssistant Professor, Department of Accounting and Finance, Emerson University, PakistanPh.D., Tenured Associate Professor, Department of Business Administration, Multan Campus, Air University, PakistanApplied Management Program. Applied College at Muhyle Assir, King Khalid University, Saudi ArabiaSocial media influencers have gained immense attention in recent times due to increased use in the cosmetics industry. Trust and emotional attachment play a vital role between influencers and followers. The aim of this study is to investigate the impact of social media influencers’ characteristics on predicting intention to buy the recommended beauty brands through trust and a moderating role of emotional attachment with influencers. A sample size of 342 respondents from Pakistan was used to empirically test the hypothesized relationships. The respondents were social media users who follow renowned celebrities on various social media platforms and buy beauty products based on their recommendations. Thus, a purposive sampling technique was employed for data collection using online and in-person data collection methods. Quantitative techniques of regression and process models were used for data analysis. The findings show that characteristics of social media influencers, such as credibility and trustworthiness, have a significant positive impact (β = 0.521, p < .05) on the intention to buy cosmetic products from a particular brand. Likewise, emotional attachment between influencers and followers strengthens the effect on willingness to buy an endorsed brand approving moderation (β = 0.584, p < .05). Trust is also an important mediator as it plays a central role between characteristics of social media influencers and intention to buy products (β = 0.411, p < .05). This study discussed the implications and future research directions while incorporating research limitations. Acknowledgment The authors extend their appreciation to the deanship of scientific research at King Khalid University for funding this work through a large group research project under grant number (RGP. 2/554/45).https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20025/IM_2024_02_Zaman.pdfconsumer behaviorcosmetics industryemotional attachmentmarketingtrust |
| spellingShingle | Khansa Zaman Sajjad Nawaz Khan Muhhamad Abbas Amani AbdAlatti Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment Innovative Marketing consumer behavior cosmetics industry emotional attachment marketing trust |
| title | Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment |
| title_full | Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment |
| title_fullStr | Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment |
| title_full_unstemmed | Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment |
| title_short | Effect of social media influencers on brand preferences through trust: Moderating role of emotional attachment |
| title_sort | effect of social media influencers on brand preferences through trust moderating role of emotional attachment |
| topic | consumer behavior cosmetics industry emotional attachment marketing trust |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/20025/IM_2024_02_Zaman.pdf |
| work_keys_str_mv | AT khansazaman effectofsocialmediainfluencersonbrandpreferencesthroughtrustmoderatingroleofemotionalattachment AT sajjadnawazkhan effectofsocialmediainfluencersonbrandpreferencesthroughtrustmoderatingroleofemotionalattachment AT muhhamadabbas effectofsocialmediainfluencersonbrandpreferencesthroughtrustmoderatingroleofemotionalattachment AT amaniabdalatti effectofsocialmediainfluencersonbrandpreferencesthroughtrustmoderatingroleofemotionalattachment |