ABSTRACT

Despite the current relevance of social media influencers in brand communication strategies, questions remain about the factors that determine their influential power and how this power affects follower behaviour. This research examines the role of emotional attachment and perceived information value in the process of influence that can lead followers to manifest behavioural intentions toward the brands endorsed by influencers. The results show that both factors act as determinants of followers’ perceived influence, which in turn predicts followers’ positive word-of-mouth (WOM) about recommended brands and purchase intention. In fact, perceived influence plays a mediating role in these relationships. Positive WOM and purchase intention are also significantly related. The findings contribute to a deeper understanding of the nature and effects of the persuasive power of social media influencers. Key implications for researchers and practitioners are discussed.

摘要

尽管社交媒体影响者目前在品牌传播策略中具有相关性，但关于决定其影响力的因素以及这种影响力如何影响追随者行为的问题仍然存在。本研究考察了情感依恋和感知信息价值在影响过程中的作用，这些影响可能导致追随者对影响者认可的品牌表现出行为意图。结果表明，这两个因素都是追随者感知影响力的决定因素，进而预测追随者对推荐品牌和购买意愿的正面口碑（WOM）。事实上，感知影响在这些关系中起着中介作用。积极的口碑和购买意愿也显着相关。这些发现有助于更深入地了解社交媒体影响者的说服力的性质和影响。讨论了对研究人员和从业人员的主要影响。