How do influencers’ characteristics affect followers’ stickiness and well-being in the social media context?

Lu, Hsiao-Han; Chen, Ching-Fu

doi:10.1108/jsm-11-2022-0363

Cited by 8 publications

(3 citation statements)

References 79 publications

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“…An influencer who is considered trustworthy is more likely to have loyal followers who believe in his/her recommendations and opinions. Trustworthiness is crucial for building and maintaining a strong relationship with followers, which in turn influences their purchase decision and brand preferences [64,65].…”

Section: C) Trustworthinessmentioning

confidence: 99%

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Ilieva,

Yankova,

Ruseva

et al. 2024

Preprint

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The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and on that base to explore their effects on purchase intentions towards advertised products or services. A total of 376 fulfilled questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour, affecting consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural Equation Modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The results obtained provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure continuous improvement of this e-marketing channel.

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Section: C) Trustworthinessmentioning

confidence: 99%

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Ilieva,

Yankova,

Ruseva

et al. 2024

Preprint

View full text Add to dashboard Cite

show abstract

“…Attention represents a consumer's attentiveness to the focal engagement object (So et al, 2014(So et al, , 2016a. Consumers' brand-related attention also fosters stickiness: social media research has shown that influencers' characteristics can elicit users' focus, leading them to return to the influencer and/or the brand (Lu & Chen, 2023).…”

Section: Customer Engagementmentioning

confidence: 99%

Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation

So,

Li,

King

et al. 2024

Psychology and Marketing

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Although customer engagement has been deemed critical for optimizing social media marketing performance, prior research has mainly examined customer engagement through cross‐sectional designs, thus limiting insight into its evolving dynamics over time. To address this gap, we adopt uses‐and‐gratifications theory to explore the associations among customers' evaluations of a firm's social media marketing activities, customer engagement, and customer stickiness on a brand's social media page at three points in the post‐purchase stage of the consumption journey. Cross‐lagged autoregressive panel model analyses suggest that, first, customers' evaluations of firms' social media marketing activities, customer engagement, and customer stickiness fluctuate. Second, customer engagement has cross‐lagged longitudinal effects on stickiness over time; the same applies to the role of stickiness in customers' evaluations of the firm's social media marketing activities. However, no cross‐lagged effects arise from (a) firm‐based social media marketing activities to customer stickiness or (b) stickiness to engagement. These findings contribute to the customer engagement literature by describing the dynamics of such engagement and its interrelationships with other key constructs across time.

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“…An influencer who is considered trustworthy is more likely to have loyal followers who believe in his/her recommendations and opinions. Trustworthiness is crucial for building and maintaining a strong relationship with followers, which, in turn, influences the followers' purchase decisions and brand preferences [65,66].…”

Section: (C) Trustworthinessmentioning

confidence: 99%

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Ilieva,

Yankova,

Ruseva

et al. 2024

Information

View full text Add to dashboard Cite

Social media marketing has become a crucial component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and sales growth. The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and, on that basis, to explore their effects on purchase intentions regarding advertised products or services. A total of 376 filled-in questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour that affect consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural equation modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The obtained results provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is an individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure the continuous improvement of this e-marketing channel.

show abstract

How do influencers’ characteristics affect followers’ stickiness and well-being in the social media context?

Cited by 8 publications

References 79 publications

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

Social media marketing activities, customer engagement, and customer stickiness: A longitudinal investigation

Social Media Influencers: Customer Attitudes and Impact on Purchase Behaviour

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