How influencers affect purchase intentions towards endorsed products: the role of influencers’ match-up with the brand, payment and credibility

• Autor(a) principal: Lu Manran
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19692
• topic: Online influencer; Match-up hypothesis; Sponsorship; Source credibility; Influenciador digital; Hipótese de correspondência; Patrocínio; Credibilidade da fonte

As internet becomes an important part of people’s daily life in China, online influencer marketing assumes increasingly vital role in internet advertisement. Online influencers post content about product on their social media accounts, which is their main approach to influence consumers’ attitude toward the brand and purchase intentions. The current study is carried out to understand how online influencer endorsement affects consumers’ attitude toward the brand and purchase intentions. Moreover, the current study explores the effects of the match between the online influencers and the brand, the credibility of online influencer and consumers’ knowledge regarding online influencers being paid by the brand to post brand-related content. In total, 436 valid responses were obtained. The findings indicate that the match between the online influencer and the brand can enhance the credibility of the online influencer, which has positive influence on consumers’ attitude toward the brand and purchase intentions. Moreover, consumers’ knowledge regarding influencers being paid to post the content does not seem to affect their perception regarding influencers’ credibility. This current study provides insights regarding online influencer endorsement in China, which can help brands to develop online influencer marketing strategy. Finally, the current study also tries to propose future research directions.