Influencer marketing : social media influencer’s credibility on purchase intention for different levels of product involvement

• Autor(a) principal: Teixeira, Maria João Oliveira Reis
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/39440
• topic: Influencer marketing; Influencer credibility; Social media influencer; Product involvement; Purchase intention; Marketing de influência; Credibilidade do influenciador; Influenciadores de redes sociais; Envolvimento do produto; Intenção de compra; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The rapid growth of social media networks has boosted the adoption of influencer marketing, which has proved to be an important and influential predictor of consumer’s purchase intention. This paper aims to understand the impact of different dimensions of influencer credibility on purchase intention, analysing the moderating role of the level of product involvement in this relationship, comparing low and high involvement products. This research was carried out through social media networks. Considering only female influencers, this study includes sixteen fictitious influencers profiles and two products (one of low and other of high involvement) that were assigned to a fictitious brand. The analysis of the results shows that all dimensions of influencer credibility have a positive impact on consumer purchase intention. Furthermore, the results indicate that trustworthiness has the greatest impact on purchase intention, followed by expertise and, finally, attractiveness. It was not possible to prove that product involvement moderates the relationship between influencer credibility and purchase intention. This study contributes to the existing research on influencer marketing and helps brands identify the requirements that a successful influencer must fulfil, by enhancing the relevance of the different dimensions of an influencer’s credibility, and underlining the impact they have on purchase intention for different levels of product involvement.