An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions
Social media influencer marketing is a new phenomenon in the digital world. It has seen a tremendous and exponential growth, reached a critical mass audience and changed from an obscure marketing tactic to a successful marketing strategy. Therefore, social media influencers and their impact on consu...
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| Format: | Article |
| Language: | English |
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Istanbul University Press
2021-12-01
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| Series: | Istanbul Management Journal |
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| Online Access: | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/442F1795376349479BCE5160294405DC |
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| author | Sarra Daimi Aslı Tolunay |
| author_facet | Sarra Daimi Aslı Tolunay |
| author_sort | Sarra Daimi |
| collection | DOAJ |
| description | Social media influencer marketing is a new phenomenon in the digital world. It has seen a tremendous and exponential growth, reached a critical mass audience and changed from an obscure marketing tactic to a successful marketing strategy. Therefore, social media influencers and their impact on consumers’ purchase decisions have become highly relevant to marketing scholars and professionals. Previous research on influencer marketing mainly concentrates on either source, message or recipient perspectives and elaborates on the effects of influencer marketing on brands and on followers by examining the characteristics of the Social Media Influencers (SMIs) and their posts as well as the motivations and effects experienced by the consumers. However, those studies lack a comprehensive perspective, which combines all these aspects of influencer marketing and considers their influence on consumers’ purchase intention. This research aims to address this gap in the literature and examines the influence of (1) influencer-related factors (authenticity, attractiveness, trustworthiness and expertise), (2) content-related factors (consistency, quality and interactivity) and (3) follower-related factors (social, ego and self-actualization needs) on followers’ purchase intentions. Results indicate that an influencer’s authenticity and trustworthiness along with the followers’ ego needs are significantly shaping purchase intentions. Theoretical and practical implications are discussed at the end. |
| format | Article |
| id | doaj-art-fd471d963bfc45ac8107dbeafcf6e456 |
| institution | OA Journals |
| issn | 2619-9254 |
| language | English |
| publishDate | 2021-12-01 |
| publisher | Istanbul University Press |
| record_format | Article |
| series | Istanbul Management Journal |
| spelling | doaj-art-fd471d963bfc45ac8107dbeafcf6e4562025-08-20T02:27:05ZengIstanbul University PressIstanbul Management Journal2619-92542021-12-0191598610.26650/imj.2021.91.003123456An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase IntentionsSarra Daimi0https://orcid.org/0000-0002-4266-0774Aslı Tolunay1https://orcid.org/0000-0003-3856-8518Bahçeşehir Üniversitesi, İstanbul, TürkiyeYeditepe Üniversitesi, Istanbul, TurkiyeSocial media influencer marketing is a new phenomenon in the digital world. It has seen a tremendous and exponential growth, reached a critical mass audience and changed from an obscure marketing tactic to a successful marketing strategy. Therefore, social media influencers and their impact on consumers’ purchase decisions have become highly relevant to marketing scholars and professionals. Previous research on influencer marketing mainly concentrates on either source, message or recipient perspectives and elaborates on the effects of influencer marketing on brands and on followers by examining the characteristics of the Social Media Influencers (SMIs) and their posts as well as the motivations and effects experienced by the consumers. However, those studies lack a comprehensive perspective, which combines all these aspects of influencer marketing and considers their influence on consumers’ purchase intention. This research aims to address this gap in the literature and examines the influence of (1) influencer-related factors (authenticity, attractiveness, trustworthiness and expertise), (2) content-related factors (consistency, quality and interactivity) and (3) follower-related factors (social, ego and self-actualization needs) on followers’ purchase intentions. Results indicate that an influencer’s authenticity and trustworthiness along with the followers’ ego needs are significantly shaping purchase intentions. Theoretical and practical implications are discussed at the end.https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/442F1795376349479BCE5160294405DCsocial media influencerpurchase intentionauthenticityconsumer behavior |
| spellingShingle | Sarra Daimi Aslı Tolunay An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions Istanbul Management Journal social media influencer purchase intention authenticity consumer behavior |
| title | An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions |
| title_full | An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions |
| title_fullStr | An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions |
| title_full_unstemmed | An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions |
| title_short | An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions |
| title_sort | empirical investigation on influencer marketing the impact of content related follower related and influencer related factors on consumers purchase intentions |
| topic | social media influencer purchase intention authenticity consumer behavior |
| url | https://cdn.istanbul.edu.tr/file/JTA6CLJ8T5/442F1795376349479BCE5160294405DC |
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