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Cited by 34Digital Marketing and Social MediaMarketing and Advertising StrategiesConsumer Behavior and Marketing Influence

Wear in or wear out: how consumers respond to repetitive influencer marketing

Geng, Ruibin, Chen, Xi, Wang, Shichao·2024·Internet Research
DOI 10.1108/intr-01-2022-0075
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Abstract

Purpose: Endorsement marketing has been widely used to generate consumer attention, interest and purchase decisions among targeted audiences. Internet celebrities who become famous on the Internet are dependent on strategic intimacy to appeal to their followers. Our study aims to examine how multiple exposures to Internet celebrity endorsements influence consumers’ click and purchase decisions in the context of influencer marketing. Design/methodology/approach: Based on a unique and representative dataset, the authors first model consumers’ choices for clicks and purchases with two panel fixed-effect logit models linking clicks and purchases with the frequency of exposure to Internet celebrity endorsement. To further control the endogeneity produced by the intercorrelation between the click and purchase models, the authors also adopt the two-stage Heckman probit structure to jointly estimate the two models using Maximum Likelihood Estimation. Robustness checks confirm the effectiveness of the models. Findings: The results suggest that Internet celebrity endorsement plays a significant role in bringing referral traffic to e-commerce sites but is less helpful in affecting conversion to sales. The impact of repetitive Internet celebrity endorsements on consumers’ click decisions is U-shaped, but the role of Internet celebrities as online retailers will “shape-flip” this relationship to a negative linear relation. Originality/value: Our study is the first to investigate the repetitive exposure effect of Internet celebrity endorsement. The results show a contradictory pattern with a wear-out effect of repetition in the advertising literature. This is the first study to show how the endorsing self, which is a common business model in influencer marketing, moderates the effectiveness of influencer marketing.

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Registry

Crossref · 10.1108/intr-01-2022-0075

Cites

89 of 89 references verified0 citation errors · 0 not checkable

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Cites

Flagged first, then by citations

Research works printed but not linked: 10

  1. 2012, The Image: A Guide to Pseudo-events in America
  2. 2006, Influencing: Skills and Techniques for Business Success
  3. 2012, The Social Media Manifesto
  4. 1953, Communication and Persuasion: Psychological Studies of Opinion Change
  5. 2013, Status Update: Celebrity, Publicity and Branding in the Social Media Age
  6. 2012, Return on Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing
  7. 2008, Camgirls: Celebrity and Community in the Age of Social Networks
  8. 2013, Microcelebrity and the branded self, A Companion to New Media Dynamics, 11, 346
  9. 2011, The End of Business as Usual: Rewire the Way You Work to Succeed in the Consumer Revolution
  10. Walther, J.B. and Parks, M.R. (2002), “Cues filtered out, cues filtered in: computer mediated communication and relationships”, in Knapp, M.L. and Daly, J.A. (Eds), Handbook of Interpersonal Communication, 3rd ed., Sage, Thousand Oaks, CA, pp. 529-563.

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Authors
Geng, R., Chen, X., & Wang, S.
Affiliations
  • Xidian University (CN)
  • Zhejiang University (CN)
  • Hangzhou Normal University (CN)
ORCID
Venue
Internet Research
Publisher
Emerald
Published
2023-04-17
Volume
34
Issue
3
Pages
810-848
ISSN
1066-2243 (ISSN-L)
DOI
10.1108/intr-01-2022-0075
OpenAlex
W4365814411
Semantic Scholar
13a60e8c733578cda8040c546dfbd96007c20884
Cited by
34
References
89
Citations by year
2026: 14 · 2025: 10 · 2024: 10
FWCI
14.86
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
Internet Research (publishedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords
influencer marketing, internet celebrities, purchase decision, conversion, referral traffic, e-commerce

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