Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Leite, Fernanda Polli; Baptista, Paulo de Paula

doi:10.1108/jrim-05-2020-0111

Cited by 51 publications

(29 citation statements)

References 75 publications

(135 reference statements)

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“…Thirdly, consumers tend to have positive feelings for attractive anchors and transfer this positive attitude to commodities. Leite and Baptista (2021) suggests that online celebrity’s intimate self-disclosure to consumers will promote the attractiveness of its endorsement brands to consumers. The stronger the attraction of the anchor, the easier it is to establish a good interpersonal relationship with the consumers who watch the live stream, which is conducive to the audience’s love and identification with the anchor and their products.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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Based on the Stimulus-Organism-Response (S-O-R) model, this paper studies the impulsive consumption mechanism of consumers participating in livestreaming e-commerce from the perspectives of information source characteristics and social presence and examines the mediating effect of flow experience and the moderating effect of time pressure. Based on the consumption data of 268 live shoppers, multiple regression analysis and Bootstrap method were used to test the research hypothesis. The empirical results show that the credibility, professionalism, attractiveness, and interactivity of live information sources have significant positive impacts on consumers’ flow experience and impulsive consumption intention. Furthermore, coexistence, communication and emotional presence of social presence have a significant positive impact on consumers’ flow experience and impulsive consumption intention. Flow experience plays part of the mediating role in the process of the characteristics of livestreaming information sources and social presence affecting consumers’ impulsive consumption intention, while time pressure has a positive moderating effect in the relationship between livestreaming information source characteristics and coexistence presence and flow experience. The higher the time pressure, the stronger the promotion of live information source characteristics and coexistence presence on flow experience. This study enriches the research literature on the consumption driving mechanism of livestreaming e-commerce and offers practical enlightenment and reference to improve the effectiveness of livestreaming e-commerce anchors. It is also one of the first studies to apply the theory of flow and social presence to the impulsive consumption intention of livestreaming e-commerce.

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Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Dong

Wang²,

Qin³

2023

Front. Psychol.

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“…Similarly, these factors may also manifest differently depending on the type of self-disclosure. A 2021 study showed that an influencer’s intimate self-disclosure (which resembles PSD) can strengthen consumers’ attitudes toward a brand, as mediated through PSI (Leite & Baptista, 2021). So too, PSD is an oft-used strategy to increase perceptions of a source’s authenticity (Gannon & Prothero, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In other words, these scientists are engaging in different forms of self-disclosure, a strategy frequently employed by influencers (e.g., S. S. Lee & Johnson, 2022; Leite & Baptista, 2021), to share the “behind-the-scenes” of a scientist and to form relationships with their own followers.…”

Section: Introductionmentioning

confidence: 99%

“…Rather, they use them like everyone else: to share their daily experiences and personal interests, comment on current social and political events, and offer critiques shaped by their own backgrounds as a way to reflect their identities, personalities, beliefs, and values (Jünger & Fähnrich, 2020;Murthy, 2012). In other words, these scientists are engaging in different forms of self-disclosure, a strategy frequently employed by influencers (e.g., S. S. Lee & Johnson, 2022;Leite & Baptista, 2021), to share the "behind-the-scenes" of a scientist and to form relationships with their own followers.…”

Section: Introductionmentioning

confidence: 99%

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Scientists as Influencers: The Role of Source Identity, Self-Disclosure, and Anti-Intellectualism in Science Communication on Social Media

Zhang

2023

Social Media + Society

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As social media become increasingly important for science communication, scientists are grappling with their new role on these platforms. While some have called for the increased presence and training of scientists on social media, others prefer to leverage the influence of social media influencers for science communication. This study explores the effects of source identity (scientist or influencer) and self-disclosure type (personal or professional) on perceptions of authenticity and expertise, as well as parasocial interactions. In an online between-subjects experiment ( N = 1579), participants rated scientists on Twitter as more authentic and qualified than influencers, and rated Twitter profiles with professional self-disclosure as more qualified than profiles with personal self-disclosure. Subsequently, participants indicated stronger parasocial interactions, higher information-seeking intentions, and higher prosocial intentions. Anti-intellectualism was found to moderate these relationships. These findings suggest that scientists can employ certain strategies as they seek to establish themselves and reach wider audiences on social media platforms.

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“…Using social media platforms, endorsers can strategically interact with their audiences which serves to create richer associations (Lee and Eastin, 2021). Furthermore, by directly sharing contents of a more intimate nature, celebrities and influencers alike can create stronger personal and emotional bonds between themselves and followers (Leite and Buptista, 2021; Wang and Hu, 2021; Kim and Kim, 2022). This bond between celebrities and followers serves to enhance the cogency of endorsers (Knoll and Matthes, 2017), and consequently create richer celebrity associations which heighten the efficacy of the meaning transfer process from the celebrity to the brand (Schimmelpfennig and Hunt, 2020).…”

Section: Literature Review and Conceptual Modelmentioning

confidence: 99%

Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

Shah

Monkhouse

2022

IMR

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PurposeThis empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals.Design/methodology/approachA within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses.FindingsSEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser.Practical implicationsInternational celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design.Originality/valueThe conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture.

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Influencers' intimate self-disclosure and its impact on consumers' self-brand connections: scale development, validation, and application

Cited by 51 publications

References 75 publications

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

Scientists as Influencers: The Role of Source Identity, Self-Disclosure, and Anti-Intellectualism in Science Communication on Social Media

Developing strategies for international celebrity branding: a comparative analysis between Western and South Asian cultures

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