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.

中文翻译：

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影响者营销对消费者品牌钦佩度和在线购买意愿的影响：新兴市场观点

摘要本文重点研究消费电子产品，并观察名人相对于专家影响者对消费者在线购买意愿的比较效果。测试了影响力营销和在线购买意图之间品牌钦佩和品牌态度所起的中介作用。还观察到了影响者营销与品牌态度之间的信息参与所起到的调节作用。采用调查方法进行了这项研究，并从438名受访者中收集了数据。使用结构方程模型，层次回归分析和Hayes处理方法对提出的假设进行了检验。结果表明，在计划消费电子产品的营销传播时，选择专业的有影响力的人而不是有魅力的名人有影响力的人有一定的优势。品牌态度和品牌钦佩的中介作用在经验上是显而易见的。还确定了参与的调节作用。