Attraction, Social Presence, Sociability, and Booking Intentions: The Moderating Role of Homophily

Back, Robin M.; Bufquin, Diego; Nutta, Marco W.W.

doi:10.1177/1096348020988898

Cited by 9 publications

(8 citation statements)

References 73 publications

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“…Homophily has been used to explain electronic word of mouth (eWOM), the experiences provided by websites, online content, the development of brands and athlete influencer credibility (Filieri et al, 2023;Leonhardt et al, 2020;Muda and Hamzah, 2021;Park et al, 2021;Phua et al, 2017;Shang et al, 2022;Su et al, 2023) and how different dimensions of homophily affect a person's popularity (Ladhari et al, 2020). According to McCroskey et al (1975), there exist four dimensions of homophily, namely attitude, background, morality and appearance.…”

Section: Moderating Effect Of Homophilymentioning

confidence: 99%

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Khan,

Nabi

2024

JAMR

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PurposeThe purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.Design/methodology/approachThe data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.FindingsThe results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.Practical implicationsThe findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.Originality/valueUntil now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

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Section: Moderating Effect Of Homophilymentioning

confidence: 99%

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Khan,

Nabi

2024

JAMR

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“…Background homophily focuses on the similarity of socioeconomic status between influencer and follower, particularly the similarity of social class, economic situation, and status (Ladhari et al, 2020). Within social media, visual cues can serve as a conduit through which followers assess background homophily (Park et al, 2021). Finally, value homophily is based on how followers perceive their similarities with influencers in cultural, personal values, and moral standards (Ladhari et al, 2020).…”

Section: Homophily Between Influencer and Followermentioning

confidence: 99%

“…Furthermore, Instagram travel photography is a tool for self-presentation and travel inspiration (Siegel et al, 2023). Influencers strategically shape a socially desirable self-image, projecting a higher social status, potentially divergent from their socioeconomic background (Park et al, 2021;Siegel et al, 2023). Therefore, background homophily makes it easier to distinguish reality from idealization, especially when influencers publish content related to their lifestyle (as is the case with most influencers reported by participants).…”

Section: Content Perception and Follower Behaviormentioning

confidence: 99%

Influencing the follower behavior: the role of homophily and perceived usefulness, credibility and enjoyability of travel content

Machado Carvalho

2024

JHTI

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PurposeThe study examines how the three dimensions of homophily (attitude, background, and value) influence the perceived usefulness, credibility, and enjoyability of travel content and follower behavior (i.e. willingness to search for more information and intention to visit the destination and purchase the tourism product). Likewise, the study investigates how content perception influences follower behavior.Design/methodology/approachA sample of 621 Instagram users from generations Y and Z who follow at least one travel influencer and intend to travel in the next twelve months was collected through an online survey. Partial least squares structural equation modeling was adopted to examine the data.FindingsAttitudinal homophily influences follower behavior, value homophily impacts content perception, and background homophily has a counterproductive effect. Likewise, content perceived as useful and credible induces the intention to visit and purchase the tourism product.Research limitations/implicationsThe generalization of the results must be performed with care, as the context of analysis is limited to a social platform and only includes Portuguese individuals.Practical implicationsThe findings help managers better understand which homophily cues influence content perception and maximize influencer persuasion. Based on the results, they can better decide which travel influencers should endorse their tourism products.Originality/valueResearch on homophily has neglected the multidimensionality of the concept and its analysis in the tourism context. By using a consolidated approach to homophily, content perception, and follower behavior, this study contributes to the tourism marketing literature and expands influencer marketing research.

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“…Finally, when users believe that the people possess similar characteristics to theirs, homophily perceptions will be strong. It can increase the effects of physical and social attraction of human images on users' perceptions (Park et al, 2021), which may be a driver of social presence associating with interaction members. Based on the above discissions, we proposed the following three hypotheses: H4a.…”

Section: Homophily and Interactivitymentioning

confidence: 99%

Understanding continuance intention of social Q&A communities for informal learning among university students

Zeng

Bao

2023

Psychology in the Schools

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Social Q&A refers to the process of information seeking based on questioning‐and‐answering in natural language through social networks. It facilitates knowledge gathering and interacting, and thus can be regarded as an appropriate environment for informal learning. This study intends to explore factors affecting continuance intention of using social Q&A communities for informal learning and meanwhile reveal the underlying mechanism among these factors. Data were obtained from 257 university students through an online survey. By using partial least squares based structural equation model, the proposed hypotheses and research model were analyzed. The findings show that homophily, interactivity and social presence are three determinants of collaborative learning and community identification in social Q&A community which further influences university students' continuance intention for informal learning. Our research extends the understanding of informal learning in social Q&A communities and indicates how to promote continuous informal learning in such environment.

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Attraction, Social Presence, Sociability, and Booking Intentions: The Moderating Role of Homophily

Cited by 9 publications

References 73 publications

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

“I think exactly the same”—trust in SMIs and online purchase intention: a moderation mediation analysis using PLS-SEM

Influencing the follower behavior: the role of homophily and perceived usefulness, credibility and enjoyability of travel content

Understanding continuance intention of social Q&A communities for informal learning among university students

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