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What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information
| Content Provider | SAGE Publishing |
|---|---|
| Author | Shah, Syed Asim Shoukat, Muhammad Haroon Jamal, Waseef Ahmad, Muhammad Shakil |
| Copyright Year | 2023 |
| Abstract | This study aims to determine to which extent perceived information quality and emotional attachment with digital influencers can shape the purchase intention of consumers while considering the mediating effects of perceived influence and the moderating effects of influencer reputation. A hypothetical model is tested based on social learning and media dependency theories. The response of 298 online users was analyzed by using Smart PLS-SEM. Results show that followers-influencers emotional attachment and perceived information quality promote the mediating role of followers’ perceived influence to increase the follower purchase intention. Contrary, influencer reputation does not moderate the effect of perceived influence on purchase intention. This study provides valuable input to companies that can help them design their influencers’ marketing strategies. |
| Related Links | https://journals.sagepub.com/doi/pdf/10.1177/21582440231179712?download=true |
| ISSN | 21582440 |
| Issue Number | 2 |
| Volume Number | 13 |
| Journal | SAGE Open (SGO) |
| e-ISSN | 21582440 |
| DOI | 10.1177/21582440231179712 |
| Language | English |
| Publisher | Sage Publications CA |
| Publisher Date | 2023-06-17 |
| Publisher Place | Los Angeles |
| Access Restriction | Open |
| Rights Holder | © The Author(s) 2023 |
| Subject Keyword | emotional attachments perceived quality of information influencer marketing purchase intention digital followers |
| Content Type | Text |
| Resource Type | Article |
| Subject | Arts and Humanities Social Sciences |
