Publication:
An Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions

Simple item page
dc.contributor.authorTolunay, Aslı
dc.contributor.authorDaimi, Sarra
dc.contributor.institutionYeditepe Üniversitesi
dc.contributor.institutionBahçeşehir Üniversitesi
dc.date.accessioned2025-09-20T19:58:31Z
dc.date.issued2021
dc.date.submitted13.05.2023
dc.description.abstractSocial media influencer marketing is a new phenomenon in the digital world. It has seen a tremendous and exponential growth, reached a critical mass audience and changed from an obscure marketing tactic to a successful marketing strategy. Therefore, social media influencers and their impact on consumers’ purchase decisions have become highly relevant to marketing scholars and professionals. Previous research on influencer marketing mainly concentrates on either source, message or recipient perspectives and elaborates on the effects of influencer marketing on brands and on followers by examining the characteristics of the Social Media Influencers (SMIs) and their posts as well as the motivations and effects experienced by the consumers. However, those studies lack a comprehensive perspective, which combines all these aspects of influencer marketing and considers their influence on consumers’ purchase intention. This research aims to address this gap in the literature and examines the influence of (1) influencer-related factors (authenticity, attractiveness, trustworthiness and expertise), (2) content-related factors (consistency, quality and interactivity) and (3) follower-related factors (social, ego and self-actualization needs) on followers’ purchase intentions. Results indicate that an influencer’s authenticity and trustworthiness along with the followers’ ego needs are significantly shaping purchase intentions. Theoretical and practical implications are discussed at the end.
dc.identifier.doi10.26650/imj.2021.91.003
dc.identifier.endpage86
dc.identifier.issn2619-9254
dc.identifier.issue91
dc.identifier.startpage59
dc.identifier.urihttps://hdl.handle.net/20.500.14719/5000
dc.identifier.volume0
dc.language.isoen
dc.relation.journalIstanbul Management Journal
dc.subjectİletişim
dc.subjectİşletme
dc.titleAn Empirical Investigation on Influencer Marketing: the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions
dc.typeResearch Article
dcterms.referencesAbdulmajid-Sallam, M.A., and Wahid, N.A. (2012). Endorser credibility effects on Yemeni male consumer’s attitudes towards advertising, brand attitude and purchase intention: the mediating role of attitude toward brand. International Business Research, 5(4), 55-66.,Abidin, C. (2018). Internet celebrity: Understanding fame online. (1st ed.). UK: Emerald Publishing Limited.,Agrawal, V. (2018, July 6). How to create high-quality content. SEJ Search Engine Journal. Retrieved from https://www.searchenginejournal.com/how-to-create-high-quality-content/254511/#close,Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.,Algera, P.M., & Lips-Wiersma, M. (2012). Radical authentic leadership: Co-creating the conditions under which all members of the organization can be authentic. The Leadership Quarterly, 23(1), 118-131.,Amos, C., Holmes, G. & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.,Applbaum, R.F., & Anatol, K.W.E. (1972). The factor structure of source credibility as a function of the speaking situation. Speech Monographs, 39(3), 216-222.,Balaban, D.C., & Mustatea, M. (2019). Users’ Perspective on the credibility of social media influencers in Romania and Germany. Editura Comunicare.ro, 32-46.,Bardia, Y.H., Abed, A. & Majid, N.Z. (2011). Investigate the impact of celebrity endorsement on brand image. European Journal of Scientific Research, 58, 116-132.,Bearden, W.O., Netemeyer, R.G. & Teel, J.E. (1989). Measurement of Consumer Susceptibility to interpersonal influence. Journal of Consumer Research, 473-481.,Bearden, W.O. & Rose, R.L. (1990). Attention to social comparison Information: An individual difference factor affecting consumer conformity. Journal of Consumer Research, 461-471.,Berlo, D.K., Lemert, J.B., & Mertz, R.J. (1969). Dimensions for evaluating the acceptability of message sources. Public Opinion Quarterly, 33(4), 563-576.,Berscheid, E. & Walster, E. (1974). Physical attractiveness, in Advances in experimental social psychology (7th ed.). New York: Academic Press.,Beverland, M. & Farrelly, F. J. (2010). The quest of authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838–856.,Biswas, D., Biswas, A. & Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions: the role of consumer knowledge. Journal of Advertising, 35(2).,Black, H.G. & Kelley, S.W. (2009). A storytelling perspective on online customer reviews reporting service failure and recovery. Journal of Travel & Tourism Marketing, 26(2), 169-179.,Booth, N. & Matic, J. A. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 16(3), 184-191.,Brown, D. & Hayes, N. (2008). Influencer marketing: Who really influences your customers? (1st ed.). London: Taylor & Francis.,Brownlow, S. (1992). Seeing is believing: Facial appearance, Credibility, and attitude change. Journal of Nonverbal Behavior, 16, 101-115.,Brown, S., Kozinets, R. V. & Sherry, J. F. J. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67(3), 19–33.,Caldwell, C. & Dixon, R. (2010). Love, forgiveness and trust: Critical values of the modern leader. Journal of Business Ethics, 93(1), 91-101.,Campbell, C., & Farrell, J.R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.,Cauberghe, V., Wesenbeeck, I., De Jans, S., Hudders, L., & Ponnet, K. (2020). How adolescents use social media to cope with feelings of loneliness and anxiety during COVID-19 lockdown. Cyberpsychology, Behavior, and Social Networking.,Chaiken, S. (1979). Communicator physical attractiveness and persuasion. Journal of Personality and Social Psychology, 37, 1387-1397.,Chao, P., Wuhrer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 42(2), 173-192.,Chen, H. & Zhu, Y. (2015). Social media and human need satisfaction: implications for social marketing. Business Horizons, 58, 335-345.,Chen, X. (2004). Being and authenticity. New York, NY: Rodopi. Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24 (3), 361-380. .,Chetioui, Y., Lebdaoui, H., & Chetioui, H. (2020). Factors influencing consumer attitudes toward online shopping: the mediating effect of trust. EuroMed Journal of Business, 1450-2194.,Cheung, M.Y., Luo, C., Sia, C.L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and Normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.,Chi, H., Yeh, H.R. & Tsai, Y. C. (2011). The influence of perceived value on consumer purchase intention: The moderating effect of advertising endorser. Journal of International Management Studies. Retrieved from: http://www.jimsjournal.org/13%20Yi%20Ching%20Tsai.pdf.,Cialdini, R.B. (2007). Influence: The psychology of persuasion. New York: Harper Collins.,Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591-621.,Csikszentmihalyi, M., (2000). The costs and benefits of consuming. Journal of Consumer Research, 27(2), 267-72.,Dash, G., kiefer, k., & Paul, J. (2021). Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608-620.,Dellarocas, C. (2006). Strategic manipulation of internet opinion forums: Implications for consumers and firms. Journal of Management Science, 52(10), 1577-1593.,DeMers, J., (2018). The 7 biggest secrets of social media influencers. The startup. Retrieved from: The 7 Biggest Secrets of Social Media Influencers | by Jayson DeMers | The Startup | Medium,De Vries, L., Gensler, S. & Leeflang, P.S.H. (2012). Popularity of brand posts on brand fan pages: an ınvestigation of the effects of social media marketing. Journal of Interactive Marketing, 26, 83–91.,Durmuş, B., Yurtkoru, E.S. ve Çinko, M., (2013). Sosyal bilimlerde SPSS’le veri analizi. İstanbul: Beta.,Edgecomb, C. (2017). Social media marketing: The importance of a two-way conversation. Impact. Retrieved from https://www.impactbnd.com/blog/social-media-marketing-the-importance-of-atwo-way-conversation,Eisend, M., & Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29(4), 527-546.,Erdogan, B.Z. (1999). Celebrity endorsement: a literature review. Journal of Marketing Management, 41(3), 291-314.,Festinger, L. (1957). A theory of social comparison processes. Journal of Human Relations, 7(2), 117-140.,Fill, C., & Jamieson, B. (2011). Marketing communications (2nd ed.). United Kingdom: Huriot Watt University.,Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. MA: Addison-Wesley.,Flynn, R.S., Goldsmith, R.E., & Eastman, J.K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the Academy of Marketing Science.,Fournier, S. & Avery, J. (2011). The uninvited brand. Business Horizons, 54, 193-207.,Freberg, K., Freberg, L., Graham, K. & McGaughey, K. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.,Gaenssle, S., & Budzinski, O. (2020). Stars in social media: new light through old windows? Journal of Media Business Studies, 1-27.,Gilmore, J.H., Pine, B.J. (2007). Authenticity: What consumers really want. Boston: Harvard Business School Press.,Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding. Elon University, North Carolina.,Goyal, R. (2014). Purchase intentions of consumers towards selected luxury fashion products with special reference to Pune region. Dypatil University, India.,Grayson, K. & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312.,Hair, J. F, Jr, Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). SEM: an introduction. Multivariate data analysis: a global perspective (7th ed., pp. 629-686). Pearson Education: Upper Saddle River.,Hajli, M.N. (2014). A study of the Impact of social media on consumers. International Journal of Market Research.,Hamilton, M., & Weiss, M. (2005). Children tell stories: Teaching and using storytelling in classrooms. Richard C. Owen Publishers.,Hass, R.G. (1981). Effects of source characteristics on cognitive responses in persuasion. Cognitive responses in persuasion, 141-172.,Hosein, N. Z. (2012). Measuring the purchase ıntention of visitors to the auto show. Journal of Management & Marketing Research.,Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953). Communication and persuasion. New Haven, CT: Yale University Press.,Hudders, L., De Jans, S., & De Veirman, M. (2020). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 4.,Ilicic, J. & Webster, C.M. (2014). Investigating consumer-brand relational authenticity. Journal of Brand Management. 21(4), 342-363.,Ioanid, A., Militaru, G. & Mihai, P. (2015). Social media strategies for organizations using influencers’ power. European Scientific Journal.,Kang, Y.S., & Herr, P.M. (2006). Beauty and the beholder: Toward an integrative model of communication source effects. Journal of Consumer Research, 33(1), 123-130.,Kaplan, A.M. & Haenlein, M. (2010). Users of the world unite! The challenges and opportunities of social media. Business Horizons, 53, 59–68.,Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: the impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3-4), 248-278.,Kelman, H. C. (1961). Processes of opinion change. Public Opinion Quarterly, 25, 57-78.,Ki, C.C., & Kim, Y. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers, desire to mimic. Journal of Psychology and Marketing.,Kozinet, R.V., Valck, K.D., Wojnicki, A.C. & Wilner, S.J.S. (2010). Networked narratives: understanding word-of-mouth marketing in online communities. Journal of Marketing, 74, 71-89.,Labrecque, L.I., Markos, E. & Milne, G.R. (2011). Online personal branding: Processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37–50.,Lafferty, B.A., Goldsmith, R.E., Newell, S.J. (2002). The dual Credibility Model: The influence of corporate and endorser credibility on Attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-11.,Lee, K.T., & Koo, D.M. (2015). Evaluating right versus just evaluating online consumer reviews. Journal of Computers in Human Behaviors, 45, 316-327.,Lee, S., & Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232-249.,Leeuwen, M, V., Veling, H., Baaren, R.B.V. & Dijksterhuis, A. (2009). The influence of facial attractiveness on imitation. Journal of Experimental Social Psychology, 45, 1295–1298.,Leib, R. (2012). Content marketing: How to think like a publisher—how to use content to market online and in social media. Que Publishing.,Leigh, T.W., Peters, C. & Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the mg subculture of consumption. Journal of the Academy of Marketing Science, 34, 481-493.,Liengpradit, P., Sinthupinyo, S., and Anuntavoranich, P. (2014). A Conceptual Framework for Identify Specific Influencer on Social Network. International Journal of the Computer, the Internet and Management, 22(2), 33-40.,Lim, J.X., Radzol, A.R.M., Cheah, J. H. & Wong, M.W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7.,Loroz, P.S. & Braig, B.M. (2015). Consumer attachments to human brands: The Oprah effect. Psychology & Marketing, 32(7), 751–763.,Marwick, A.E., & Boyd, D. (2010). I tweet honestly, I tweet passionately: Twitter users, Context collapse, and the imagined audience. Journal of New Media and Society, 13(1), 114-133.,Maslow, A. H., (1987). Motivation and personality (3rd ed.). New York: Harper Collins. Mavrck. (2015). 4 key difference between social influencers vs. brand ambassadors. Retrieved from http://www.mavrck.co/4-key-differences-between-social-influencers-vs-brand-ambassadors/,Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166-186.,McCroskey, J.C. (1966). Scales for the measurements of ethos. Speech Monographs, 33(1), 65-72.,McGinnes, E. & Ward, C. (1980). Better liked than right: trustworthiness and expertise in credibility. Personality and Social Psychology Bulletin, 6, 467-472.,McLeod, S. (2018). Maslow’s hierarchy of needs. Simply Psychology. Retrieved from https://www. simplypsychology.org/maslow.html.,Mill, J., & Aronson, E. (1965). Opinion change as a function of the communicator’s attractiveness and desire to influence. Journal of Personality and Social Psychology, 1(2), 173-177.,Molleda, J.C. (2010). Authenticity and the construct’s dimensions in public relations and communication research. Journal of Communication Management, 14(3).,Moulard, J.G., Garrity, C.P., and Rice, D.H. (2015). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Journal of Psychology and Marketing, 32(2), 173–186.,Moulard, J.G., Raggio, R.D. & Folse, J.A.G. (2016). Brand authenticity: Testing the antecedents and outcomes of brand management’s passion for its products. Psychology & Marketing, 33(6), 421–436.,Moulard, J. G., Rice, D. H., Garrity, C. P. & Mangus, S. M. (2014). Artist authenticity: How artists’ passion and commitment shape consumers’ perceptions and behavioral intentions across genders. Journal of Psychology & Marketing, 31(8), 576-590.,Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33 (3).,Napoli, J., Dickinson, S.J. & Beverland, M.B. (2016). The brand authenticity continuum: strategic approaches for building value. Journal of Marketing Management, 23(13-14), 1201-1229.,Napoli, J., Dickinson, S.J., Beverland, M.B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.,Norwood, G., 1999, Maslow’s hierarchy of needs: The Truth Vectors (Part I). Retrieved from http:// www.deepermind.com/20maslow.html,Ohanian, R. (1991). The Impact of celebrity spokespersons’ perceived image on customers’ intention to purchase. Journal of Advertising Research, 31(1), 46-54.,Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39- 52.,Park, H., & Kim, Y.K. (2008). The role of social network websites in the consumer-brand relationship. Journal of Retailing and Consumer Services, 21(4), 460-467.,Patterson, I. (2007). Information sources used by older adults for decision-making about tourist and travel destinations. International Journal of Consumer Studies, 31(5), 528-53.,Payne, A., Storbacka, K., Frow, P. & Knox, S. (2008). Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, 62, 379–389.,Podsakoff, M.P., Mackenize, S.B., Lee, J.Y., & Podsakoff, N.P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.,Pornpitakpan, C. (2004). The persuasiveness of source credibility: A critical review of five decades’ evidence. Journal of Applied Social Psychology, 34, 243-281.,Poyry, E., Pelkonen, M., Naumanen, E., & Laaksonen, S.M. (2019). A call for authenticity: Audience responses to social media influencer endorsements in strategic communication. International Journal for Strategic Communication, 13(4), 336-351.,Pulizzi, J. (2014). Epic content marketing: How to tell a different story, break through the clutter, and win more costumer by marketing less. McGraw-Hill Education.,Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing Research Quarterly, 28, 116-123.,Rashotte, L. (2011). Social influence. Concise Blackwell encyclopedia of sociology. Oxford: Blackwell Publishing.,Sammis, K., Lincoln, C. & Pomponi, S. (2015). Influencer marketing for dummies. John Wiley & Sons.,Schiffman, L., & Kanuk, L. (2010). Consumer Behavior (10th ed.). Pearson.,Scott, D.M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly (4th ed.). New Jersey: John Wiley & Sons Inc.,Sertoglu, A.E., Catli, O. & Korkmaz, S. (2014). Examining the effect of endorser credibility on the consumers` buying intentions: an empirical study in Turkey. International Review of Management and Marketing, 4(1), 66-77.,Smith, A., Fischer, E., & Yongjian, C. (2012). How does brand-related user-generated content differ across YouTube, Facebook, and Twitter? Journal of Interactive Marketing, 26, 102-113.,Smith, R.G. (1973). Source credibility context effects. Speech Monographs, 40, 303-309.,Solomon, M.R. (1995). Consumer behaviour (3rd ed.). Prentice Hall Stayman.,Solomon, M.R. (1983). The differential investment of mental effort in learning from different sources. Educational Psychologist, 18(1), 42-50.,Spiggle, S., Nguyen, H.T. & Caravella, M. (2012). More than fit: Brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.,Stern, B.B. (1994). A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient. Journal of Advertising, 23(2), 5-15.,Stewart, D.W., & Pavlou, P.A. (2002). From consumer response to active consumer: Measuring the effectiveness of Interactive Media. Journal of the Academy of Marketing Science.,Sussman, B. (2015). Influencers vs. ambassadors vs. advocates: Stop the confusion! Retrieved from https://www.entrepreneur.com/article/249947,Tang, Y., Fang, E. & Wang, F. (2014). Is neutral really neutral? The effects of neutral user generated content on product sales. Journal of Marketing, 78, 41-58.,Tapinfluence Research. (2016). The ultimate list of influencer marketing statistics. Retrieved from https://www.tapinfluence.com/influencer-marketing-statistics/,Tedeschi, J.T., Schlenker, B. & Bonoma, T. (1973). Conflict, power, and games. Chicago: Aldine.,Thomson, M., MacInnis, D.J. & Park, C.W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.,Tikkanen, H., Hietanen, J., Henttonen, T., & Rokka, J. (2009). Exploring virtual worlds: success factors in virtual world marketing. Journal of Management Decision, 47(8).,Till, B.D. & Busler, M. (2000). The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase ıntentions, and brand beliefs. Journal of Advertising, 29(3), 1–13.,Van der Waldt, D., Van Loggerenberg, M. & Wehmeyer, L. (2009). Celebrity endorsements versus created spokespersons in advertising: a survey among students. The South African Journal of Economic and Management Sciences, 12(1), 110-114.,Vollendroek, W., de Varies, S., Constantinides, E., & Kommers, P. (2014). Identification of influence in social media communities. International Journal of Web Based Communities, 10(3).,Vineyard, C.L. (2014). The relationship between fashion blogs and intention to purchase and word of mouth behavior. Retrieved from http://digitalcommons.unl.edu/textilesdiss/4,Westerman, D., Spence, P. R., & Van Der Heide, B. (2012). A social network as information: The effect of system generated reports of connectedness on credibility on Twitter. Computers in Human Behavior, 28(1), 199-206.,Whitehead, A.N. (1968). Modes of thoughts. Canada: Collier-Macmillan Ltd.,Wood, W., & Hayes, T. (2012). Social influence on consumer decisions: Motives, Modes, and consequences. Journal of Consumer Psychology, 22(3), 324-328.,Zhu, Y.Q., & Chen, H.G. (2015). Social media and human need satisfaction: Implications for social media marketing. Business Horizons, 58(3), 335-345.
dspace.entity.typePublication
local.indexed.atTRDizin

Files

Original bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
An Empirical Investigation on Influencer Marketing the Impact of Content-related, Follower-related and Influencer-related Factors on Consumers’ Purchase Intentions.pdf
Size:
1.38 MB
Format:
Adobe Portable Document Format
Download

Collections

TR-Dizin İndeksli Yayınlar Koleksiyonu