The purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce
2020
Key concepts
Scholarcy highlights
- Social media, especially social media-based influencer marketing, has become an important factor in consumer decision-making
- The purpose of this study is to examine influencers’ evaluation impact on consumer behaviour are scarce
- The results show that perceived influencer credibility serves as a significant criterion, determining purchase intention, attitude towards advertising and product, while contributing an instrument for transferring convincing messages, which increase the perceived connection to the influencer and the psychological ownership feeling for a product and, influence consumer behaviour positively
- Theories on source credibility and a connection to the PO concept allowed to develop a framework to assess the importance of IC and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context
- Theories on source credibility and a connection to the psychological ownership concept allowed to develop a framework to assess the importance of influencer credibility and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context
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