Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement

Mir, Imran Anwar; Salo, Jari

doi:10.1080/10496491.2023.2251461

Journal of Promotion Management

2023

DOI: 10.1080/10496491.2023.2251461

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Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement

Imran Anwar Mir,

Jari Salo

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Cited by 5 publications

References 60 publications

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The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them

Williams,

Pochipinski,

MacDonald

et al. 2023

Journal of Promotion Management

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The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them

Williams,

Pochipinski,

MacDonald

et al. 2023

Journal of Promotion Management

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What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

Fakhreddin

2024

Journal of Promotion Management

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From screen to plate: an investigation of how information by social media influencers influence food tasting intentions through the integration of IAM and TAM models

Khan,

Sujood,

Rehman

et al. 2024

JHTI

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PurposeThe aim of this paper is to explore how information shared by SMIs affects consumers' food tasting intentions. To achieve this, it integrates the IAM and TAM, in conjunction with trust and EWOM.Design/methodology/approachThis paper utilized a convenience sampling technique, employing a survey instrument to gather data online. The questionnaire was distributed across the social media pages of food bloggers from September 11 to November 30, 2023. The collected data was analyzed using SPSS and AMOS.FindingsWe developed a research framework that integrates IAM, TAM, Trust, and EWOM variables to assess how information shared by SMIs influence consumers' intentions to explore new food tastes. The model demonstrated enhanced predictive and explanatory capabilities.Research limitations/implicationsThis study enriches the existing literature on information adoption and technology acceptance by advancing our understanding of how SMIs influence consumers’ food tasting intentions. Additionally, it aids SMIs in comprehending their role in endorsing new food products and restaurants, fostering trust and reliability among their followers. This study enables consumers to make more informed decisions about trying new food products or dining establishments, empowering them to evaluate influencer recommendations critically.Originality/valueThis study uniquely focuses on the influence of information shared by SMIs on consumers' intentions to taste new foods. While SMIs have been extensively studied in various contexts, such as fashion, beauty, and travel, this research offers a fresh perspective on understanding their impact on consumer behavior within the food industry.

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Analyzing the Influence of Social Media Influencer’s Attributes and Content Esthetics on Endorsed Brand Attitude and Brand-Link Click Behavior: The Mediating Role of Brand Content Engagement

Cited by 5 publications

References 60 publications

The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them

The Depiction of Beauty-by-Beauty Influencers on Instagram and Generations Z’s Perception of Them

What Makes a Social Media User an Opinion Leader? Source Characteristics and Consumers’ Behavioral Intentions

From screen to plate: an investigation of how information by social media influencers influence food tasting intentions through the integration of IAM and TAM models

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