The DOI matches its Crossref record; 17 of the 17 references it cites were found in a registry or an index.
The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective
Abstract
This paper focuses on consumer electronics products and observes the comparative effect of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The mediating role played by brand admiration and brand attitude between influencer marketing and online purchase intentions are tested. The moderating role played by message involvement between influencer marketing and brand attitude is also observed. The survey method was employed to conduct this research, and data were collected from 438 respondents. The proposed hypotheses were tested using structural equation modeling, hierarchical regression analysis, and Hayes process method. The results submit that there is a definite advantage in choosing an expert influencer over an attractive celebrity influencer while planning the marketing communications of consumer electronics products. The mediating role of brand attitude and brand admiration is empirically evident. The moderating effect of involvement is also established.
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The commitment-trust theory of relationship marketing
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Users of the world, unite! The challenges and opportunities of Social Media
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“It is noteworthy that consumer involvement and attitude toward traditional and digital marketing communications are different (Kaplan and Haenlein 2010).”
BackgroundA Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions
Oliver, R. L. (1980) · Journal of Marketing Research · doi:10.1177/002224378001700405 · Cited by 14,494
Structural equation models with unobservable variables and measurement error: Algebra and statistics
Fornell, C., & Larcker, D. F. (1981) · Journal of Marketing Research · doi:10.1177/002224378101800313 · Cited by 13,287
Estimating Nonresponse Bias in Mail Surveys
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Mediation in experimental and nonexperimental studies: New procedures and recommendations.
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Estimating nonresponse bias in mail surveys
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Beyond Baron and Kenny: Statistical Mediation Analysis in the New Millennium
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The Influence of Source Credibility on Communication Effectiveness
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“Multiple studies conducted using both these models submit that perceived source credibility and attractiveness influences consumer behavior (Hovland and Weiss 1951; McGuire 1985; Meenaghan 1994; Rashid, Nallamuthu, and Sidin 2002).”
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Cited by
Characteristics and roles of streamers in e-commerce live streaming
Zhang, S., Huang, C., Li, X., & Ren, A. (2022) · The Service Industries Journal · doi:10.1080/02642069.2022.2068530 · Cited by 130
The Role of Social Media Influencers in Public Health Communication: Case COVID-19 Pandemic
Pöyry, E., Reinikainen, H., & Luoma-Aho, V. (2022) · International Journal of Strategic Communication · doi:10.1080/1553118x.2022.2042694 · Cited by 95
Wear in or wear out: how consumers respond to repetitive influencer marketing
Geng, R., Chen, X., & Wang, S. (2024) · Internet Research · doi:10.1108/intr-01-2022-0075 · Cited by 39
Metadata
- Authors
- Trivedi, J., & Sama, R.
- Venue
- Journal of Internet Commerce
- Publisher
- Informa UK Limited
- Published
- 2019-12-14
- Volume
- 19
- Issue
- 1
- Pages
- 103-124
- ISSN
- 1533-2861 (ISSN-L)
- 1533-287X
- OpenAlex
- W2995303897
- Cited by
- 285
- References
- 17
- FWCI
- 43.42
- Type
- journal article
- Language
- en
- Open access
- closed
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