Business & Management Studies

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.