Abstract
Influencer marketing has
grown in popularity over the last few years. A social media influencer (SMI) is
a user who has developed a following in a specific industry, has a huge
following, and the ability to persuade others by their authenticity and reach.
Brands are collaborating with and exploiting social media influencers (SMIs) to
reach their target audiences, raise brand recognition, improve brand image, and
increase profitability. On social media channels, brands collaborate with SMIs
to promote new items or a company's brand appeal. According to polls, Chinese
internet retailers such as Taobao and Tmall are among the most popular
platforms that rely heavily on influencer marketing. Simultaneously, more than
half of stores in the United States partner with proponents to engage online
audiences. Despite this accomplishment, a number of challenges remain, such as
determining the effectiveness of a promotion plan and selecting the optimal SMI
for a marketing campaign. As a result, marketers must be knowledgeable about
both consumer awareness and the influencer referral effect.
This study aims to gain a
better understanding of how SMIs function by: (1) identifying the personality
and content features elicited by SMIs; (2) demonstrating the mechanism by which
SMIs can influence choice imitation via the enhancement of customer loyalty;
and (3) determining whether demographic factors such as gender, income, and
education levels influence the relationship between SMIs and choice imitation.
The present study's theoretical base is derived from exploratory investigations
and literature surveys. People in the United Kingdom between the ages of 18 and
65 are the target respondents. In order to analyze the research questions,
questionnaires are sent using the platform MTurk.
Specifically, this study
identifies the effectiveness of SMIs on the selective imitation of their
followers. The current study indicates that there are two key components of
SMIs that influence decision imitation, namely personality and content traits,
by factor analysis. In comparison to
regular celebrity endorsers, SMIs minimize followers' persuasion knowledge and
increase purchase intent. This study also demonstrates that customer loyalty mediates
the positive effect of SIMs on decision imitation. Due to the fact that SMIs
establish a parasocial relationship with their followers. The consumer loyalty
of the followers will increase, and they will be more likely to adopt the
recommended lifestyles and purchase the recommended products.
Second, this study
investigates the effects of several demographic characteristics on the link
between social imitation cues and decision imitation. This study demonstrates
that an increase in affluence will increase the influence of SMI content characteristics
on decision imitation. It can be explained by the greater effort expended by
higher income groups in elaborating more complex information and messages
provided by SMIs.In addition, this study refutes the influence of gender on the
link between SMI personality traits and choice imitation. Lastly, this study
refutes ideas that the level of education may influence the association between
SMIs and choice imitation.
Collectively, the findings contribute to marketing literature regarding
the personality and content characteristics of a SMI. In addition, this study
reveals the method via which SMIs influence choice imitation via customer
loyalty. In addition to their theoretical significance, the findings have
management implications for digital marketing communication with SMIs.
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IJBMS by IPRPD is licensed under a Creative Commons Attribution 4.0 International License.