The DOI matches its Crossref record; 121 of the 121 references it cites were found in a registry or an index.
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention
Open accessAbstract
Abstract Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how effective digital influencers are in recommending brands via electronic word-of-mouth by examining whether the potential influence they have on their followers may affect brand engagement in self-concept, brand expected value and intention to purchase recommended brands. The results from a sample of 280 followers show that the perceived influential power of digital influencers not only helps to generate engagement but also increases expected value and behavioral intention regarding the recommended brands. Moreover, brand engagement in self-concept raises brand expected value and both variables also affect the intention to purchase recommended brands. The study contributes to a deeper understanding of the persuasive power of digital influencers, which is still limited. It can be also useful for companies when developing their own social media communication strategy.
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Metadata
- Authors
- Jiménez-Castillo, D., & Sánchez-Fernández, R.
- Venue
- International Journal of Information Management
- Publisher
- Elsevier BV
- Published
- 2019-12
- Volume
- 49
- Pages
- 366-376
- ISSN
- 0268-4012 (ISSN-L)
- OpenAlex
- W2963754833
- Cited by
- 528
- References
- 121
- FWCI
- 98.96
- Type
- journal article
- Language
- en
- Open access
- green
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- Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
