Exploring the impact of social media influencers on customers’ purchase intention: A sequential mediation model in Taiwan context

Kanwar, Anu; Huang, Yu-Chuan

doi:10.15678/eber.2022.100308

Cited by 8 publications

(7 citation statements)

References 64 publications

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“…Hypotheses H3g and H3h claimed that loyalty has a positive effect on purchase intentions (H3g) and attitude (H3h). The prior literature suggests positive effects for both relationships (Hussain and Ali 2021;Kanwar and Huang 2022;Ki et al 2020). Our study confirmed a positive and strong relationship between loyalty and purchase intention.…”

Section: Discussionsupporting

confidence: 86%

Understanding Gen Z and Gen X Responses to Influencer Communications

Bratina,

Faganel

2024

Administrative Sciences

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The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their followers’ purchasing intentions and attitudes towards endorsed products. Our main interest is to get an insight on differences between two generations (X and Z). We construct a structural model, based on the theory of credibility. Findings suggest that influencer endorsements have an impact on both age groups, with a more noticeable effect observed in the younger generation. The loyalty towards influencers emerges as a constructive intermediary factor, amplifying the influence of credibility on purchasing intentions across both generations. When considering attitudes towards the brands endorsed by the influencers, loyalty’s impact is comparatively modest. The results provide a building block in understanding the influencers’ activities in marketing-communications, and how they can be used for communication with different generations.

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Section: Discussionsupporting

confidence: 86%

Understanding Gen Z and Gen X Responses to Influencer Communications

Bratina,

Faganel

2024

Administrative Sciences

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“…A study shows that similarities between bloggers and readers can positively influence blog reader engagement and the intention to buy recommended products (Gomes et al, 2022;Magano et al, 2022). Other studies show a significant effect of similarity on purchase intention (Kanwar & Huang, 2022; J. K. Lee, 2021;Magno, 2017;Santiago Joanna K. et al, 2020). Therefore, the authors will raise the similarity hypothesis that influencers positively affect purchase intention.…”

Section: Similarity and Purchase Intentionmentioning

confidence: 97%

The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia

Candra

2023

IQTISHODUNA

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This study aims to determine the influence of content quality and attitude towards influencers on the purchase intention of beauty products, influenced by beauty influencer characteristics among Generation Z and Millennials in Indonesia. This research utilizes a quantitative method with a descriptive approach. The data will be analyzed using the CB-SEM method with IBM AMOS 24 software to process the 250 data obtained through a questionnaire. The findings reveal that content quality and attitude towards influencers mediate purchase intention. Variables such as perceived credibility, trustworthiness, expertise, likeability, and familiarity influence attitudes towards influencers for purchase intention in direct or indirect way. Additionally, trustworthiness indirectly affects purchase intention significantly through content quality. Simultaneously, similarity and parasocial interaction directly influence purchase intention. This study provides insights into the factors influencing consumer attitudes towards beauty influencers and content quality, positively impacting purchase intention. It is expected to assist entrepreneurs and marketers in understanding the contribution of beauty influencers on Instagram to purchase intention

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“…Perceived quality positively influences purchase intentions (Kanwar and Huang, 2022). In food retailing, Treiblmaier and Garaus (2023) reported the mediating role of product quality perceptions between the traceability of food product labels (as a quality signal) and purchase intentions.…”

Section: Purchase and Recommendation Intentionsmentioning

confidence: 98%

The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sector

Tosun,

Tosun

2023

JFMM

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PurposeThis study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector.Design/methodology/approachA quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS.FindingsBoth studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand.Originality/valueThis study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator.Practical implicationsBundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.

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Exploring the impact of social media influencers on customers’ purchase intention: A sequential mediation model in Taiwan context

Cited by 8 publications

References 64 publications

Understanding Gen Z and Gen X Responses to Influencer Communications

Understanding Gen Z and Gen X Responses to Influencer Communications

The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia

The impact of servitization on perceived quality, purchase intentions and recommendation intentions in the ready-to-wear sector

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