Influencer marketing : the effect of influencer credibility on attitude towards the influencer-brand collaboration and purchase intention

• Autor(a) principal: Moreira, Joana Filipa de Sousa
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/34836
• topic: Influencer marketing; Influencer credibility; Attractiveness; Trustworthiness; Expertise; Brand attitude; Purchase intentions; Marketing de influenciadores; Credibilidade do influenciador; Atratividade; Confiabilidade; Expertise; Atitude perante a marca; Intenção de compra; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Influencer marketing has been suggested as an important and influential source to build brand attitude and consumer purchase intention. This study aims to understand the impact of the dimensions of influencer credibility on consumer purchase intention, and to analyse the mediating role of brand attitude in this relationship. This research was conducted through social media networks, and considered both female and male influencers, including sixteen fictional influencer profiles and a well-known brand. Results demonstrate that all the three dimension of influencer credibility have a positive impact on consumer attitude towards the influencer-brand collaboration and consumer purchase intention. Moreover, findings indicate that influencer perceived trust worthiness has the strongest impact on attitude towards the influencer-brand collaboration and purchase intention, followed by influencer perceived attractiveness, and, lastly, by influencer perceived expertise. The comparison of the results obtained for female and male consumers, indicates that females perceive same sex influencers as more attractive, trustworthy and expert, and have a more positive attitude towards the influencer-brand collaboration and higher intention to purchase the product promoted. This research contributes to the existing body of research on influencer marketing, and helps brand managers to identify the requirements that successful influencers should have, by highlighting the relevance of the different influencer credibility dimensions.