Article2019

The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic

746 citations0/0 files storedPsychology and Marketing

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Digital Marketing and Social Media Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

Abstract We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Guided by the influence framework, we propose and test empirically SMIs’ influence mechanism, which occurs in four principal stages: (a) a SMI's influence attempts (showcasing H1: attractive; H2: prestigious; H3 and H4: expert; H5: informative; and H6: interactive Instagram contents); (b) target consumers’ attitudinal response to the influence exercised (evaluating the SMI as a H7: taste and H8: opinion leader); which, in turn, affects (c) the targets’ desire to comply (the desire to mimic); and ultimately (d) their favorable behavioral outcomes (H9: social media word‐of‐mouth and H10: purchase intentions). On the basis of the survey data from 395 respondents, we used structural equation modeling to test our hypotheses and proposed model. We verified the robustness of our results using an ordered probit regression model and analyzed the mediating role of consumers’ desire to mimic SMIs in the influence mechanism. Our results confirm that the five aspects of influencing posts affect consumers’ attitudes positively and significantly, which in turn leads to positive behavioral outcomes through their desire to mimic SMIs. We discuss the results’ important implications for both scholars and practitioners.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2007Confirmatory factor analysis for applied research 1985Distinction: A Social Critique of the Judgement of Taste.1987Developing Buyer-Seller Relationships 1999The chameleon effect: The perception–behavior link and social interaction.2018Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media 2017Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude 2011Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites

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