Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/81563
Title: The mechanism by which social media influencers persuade consumers : the role of consumers’ desire to mimic
Authors: Ki, CWC 
Kim, YK
Keywords: Desire to mimic
Influence mechanism
Influencer marketing
Instagram
Purchase intentions
Social media
Social media influencers
Issue Date: Oct-2019
Publisher: John Wiley & Sons
Source: Psychology and marketing, Oct. 2019, v. 36, no. 10, p. 905-922 How to cite?
Journal: Psychology and marketing 
Abstract: We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Guided by the influence framework, we propose and test empirically SMIs’ influence mechanism, which occurs in four principal stages: (a) a SMI's influence attempts (showcasing H1: attractive; H2: prestigious; H3 and H4: expert; H5: informative; and H6: interactive Instagram contents); (b) target consumers’ attitudinal response to the influence exercised (evaluating the SMI as a H7: taste and H8: opinion leader); which, in turn, affects (c) the targets’ desire to comply (the desire to mimic); and ultimately (d) their favorable behavioral outcomes (H9: social media word‐of‐mouth and H10: purchase intentions). On the basis of the survey data from 395 respondents, we used structural equation modeling to test our hypotheses and proposed model. We verified the robustness of our results using an ordered probit regression model and analyzed the mediating role of consumers’ desire to mimic SMIs in the influence mechanism. Our results confirm that the five aspects of influencing posts affect consumers’ attitudes positively and significantly, which in turn leads to positive behavioral outcomes through their desire to mimic SMIs. We discuss the results’ important implications for both scholars and practitioners.
URI: http://hdl.handle.net/10397/81563
ISSN: 0742-6046
DOI: 10.1002/mar.21244
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

Page view(s)

22
Citations as of Dec 4, 2019

Google ScholarTM

Check

Altmetric


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.