Are online influencers trustworthy? The virtual audience’s response to online influencers’ endorsement in China

Fan, Fei

doi:10.30547/worldofmedia.3.2018.1

Cited by 1 publication

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“…A German study of influencers on YouTube by Google showed that credibility, authenticity and closeness to online users are specifically valued among teenagers when they evaluate YouTubers, whereas appearance and talent are the major evaluative criteria for television, film and music stars (Google, 2016). To elucidate the nature of an online influencer's credibility, another study suggested that reference power and expert power can have a positive influence on an audience's perception of the promotional message, and expert power is particularly effective in stimulating the audience's behavior (Fan, 2018). In the literature on social media influencers, popularity, credibility, authenticity and likability are often examined and regarded as the core dimensions used to identify and evaluate online influencers.…”

Section: Literature Reviewmentioning

confidence: 99%

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Tsen

Cheng

2021

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Purpose This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender, behavioral segmentation and whether young consumers often follow the advice of online influencers to make a purchase – on the evaluative dimensions. The results will inform advertisers regarding the types of online influencers that they should feature to endorse their products to create desirable promotion effects. Design/methodology/approach This study adopted a multistage method. This study first conducted eight focus groups with 48 participants between 18 and 24 years of age to explore their evaluation of online influencers. This study then conducted a survey with a questionnaire developed from the focus group results. This study used convenience sampling and administered the questionnaire to 475 participants (mean age, 19.5 years). Findings The results of factor analysis revealed seven dimensions used by young consumers to evaluate online influencers. The most salient dimensions were credibility, appearance and content production techniques. The results of t-testing also show that gender and behavioral segmentation variables had an impact on these evaluative dimensions in the four tested product categories. Practical implications This study provides advertisers with a set of criteria to select appropriate online influencers in various advertising settings, such as the promotion of gender-specific products, and in various product categories that target young consumer markets. Originality/value To the best of the authors’ knowledge, this is the first study to examine the dimensions used by young consumers to evaluative online influencers in relation to product endorsement.

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Section: Literature Reviewmentioning

confidence: 99%

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Tsen

Cheng

2021

View full text Add to dashboard Cite

show abstract

Are online influencers trustworthy? The virtual audience’s response to online influencers’ endorsement in China

Cited by 1 publication

References 17 publications

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

Who to find to endorse? Evaluation of online influencers among young consumers and its implications for effective influencer marketing

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