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The persuasive power of social media influencers in brand credibility and purchase intention

The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative v...

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Main Authors: Liu, Xiao, Zheng, Xiaoyong
Format: Article
Published: Springer Nature 2024
Subjects:
HF Commerce
Online Access:http://eprints.um.edu.my/45827/
https://doi.org/10.1057/s41599-023-02512-1
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spelling my.um.eprints.458272024-11-12T07:22:23Z http://eprints.um.edu.my/45827/ The persuasive power of social media influencers in brand credibility and purchase intention Liu, Xiao Zheng, Xiaoyong HF Commerce The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative value of influencers' content, authenticity, and homophily positively affect their parasocial relationships, which in turn, affects followers' purchase intention and evaluation of brand credibility. Followers' persuasion knowledge negatively moderates the relationship between parasocial relationships and followers' perceived brand credibility; it has no moderating effect on the relationship between parasocial relationships and followers' purchase intention. Springer Nature 2024-01 Article PeerReviewed Liu, Xiao and Zheng, Xiaoyong (2024) The persuasive power of social media influencers in brand credibility and purchase intention. Humanities & Social Sciences Communications, 11 (1). p. 15. ISSN 2662-9992, DOI https://doi.org/10.1057/s41599-023-02512-1 <https://doi.org/10.1057/s41599-023-02512-1>. https://doi.org/10.1057/s41599-023-02512-1 10.1057/s41599-023-02512-1
institution Universiti Malaya
building UM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaya
content_source UM Research Repository
url_provider http://eprints.um.edu.my/
topic HF Commerce
spellingShingle HF Commerce
Liu, Xiao
Zheng, Xiaoyong
The persuasive power of social media influencers in brand credibility and purchase intention
description The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative value of influencers' content, authenticity, and homophily positively affect their parasocial relationships, which in turn, affects followers' purchase intention and evaluation of brand credibility. Followers' persuasion knowledge negatively moderates the relationship between parasocial relationships and followers' perceived brand credibility; it has no moderating effect on the relationship between parasocial relationships and followers' purchase intention.
format Article
author Liu, Xiao
Zheng, Xiaoyong
author_facet Liu, Xiao
Zheng, Xiaoyong
author_sort Liu, Xiao
title The persuasive power of social media influencers in brand credibility and purchase intention
title_short The persuasive power of social media influencers in brand credibility and purchase intention
title_full The persuasive power of social media influencers in brand credibility and purchase intention
title_fullStr The persuasive power of social media influencers in brand credibility and purchase intention
title_full_unstemmed The persuasive power of social media influencers in brand credibility and purchase intention
title_sort persuasive power of social media influencers in brand credibility and purchase intention
publisher Springer Nature
publishDate 2024
url http://eprints.um.edu.my/45827/
https://doi.org/10.1057/s41599-023-02512-1
_version_ 1816130464541310976
score 13.223943

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