The persuasive power of social media influencers in brand credibility and purchase intention

Document Type

Article

Publication Date

1-1-2024

Abstract

The use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers' perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative value of influencers' content, authenticity, and homophily positively affect their parasocial relationships, which in turn, affects followers' purchase intention and evaluation of brand credibility. Followers' persuasion knowledge negatively moderates the relationship between parasocial relationships and followers' perceived brand credibility; it has no moderating effect on the relationship between parasocial relationships and followers' purchase intention.

Keywords

Persuasive power, social media, influencers, brand credibility, purchase intention

Publication Title

Humanities & Social Sciences Communications

Divisions

Faculty_of_Business_and_Accountancy

Volume

11

Issue

1

Publisher

Springer Nature

Publisher Location

CAMPUS, 4 CRINAN ST, LONDON, N1 9XW, ENGLAND

This document is currently not available here.

Share

COinS