The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention
By David Jiménez-Castillo, Raquel Sánchez-Fernández. International Journal of Information Management, 2019
438 citations recorded by the source corpus.
Abstract Despite the growing interest in digital influencers as a brand communication tool in recent years, much remains to be explored to understand how they can build a bond with their followers that shapes their perceptions and behaviors towards the endorsed brands. This study aims to determine how effective digital influencers are in recommending brands via electronic word-of-mouth by examining whether the potential influence they have on their followers may affect brand engagement in self-concept, brand expected value and intention to purchase recommended brands. The results from a sample of 280 followers show that the perceived influential power of digital influencers not only helps to generate engagement but also increases expected value and behavioral intention regarding the recommended brands. Moreover, brand engagement in self-concept raises brand expected value and both variables also affect the intention to purchase recommended brands. The study contributes to a deeper understanding of the persuasive power of digital influencers, which is still limited. It can be also useful for companies when developing their own social media communication strategy.
Subfields: Sociology and Political Science, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/642493f607611af44ecdeb8feb3b2184af9ef1c1
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In Sociology and Political Science
In Human-Computer Interaction
Citations in the corpus
- How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “This finding adds evidence to prior research which underscores the key role of opinion leadership in influencer marketing (e.g. Casaló et al., 2018; Jiménez-Castillo & Sánchez-Fernández, 2019; Lin et al., 2018).”