The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust

Leite, Fernanda Polli; Baptista, Paulo de Paula

doi:10.1080/10696679.2021.1935275

Cited by 101 publications

(60 citation statements)

References 97 publications

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“…Our scale can be used to assess the extent to which SMIs disclose themselves intimately in the eyes of consumers. Practitioners can then use SMIs' ISD as a starting point strategy to connect their brands with potential customers, which has significant implications for the effectiveness of influencer marketing (Leite and Baptista, 2021).…”

Section: Discussionmentioning

confidence: 99%

“…Social media influencers' intimate self-disclosure (SMIs' ISD) By disclosing intimate information, SMIs have the power to connect their realities to those of their followers who may perceive that self-disclosure can humanize and make them approachable (Hosek and Presley, 2018). Thus, by creating a friendly and realistic environment, SMIs can influence how followers feel about them and the brands they endorse (Leite and Baptista, 2021). Despite the relevance of intimate self-disclosure to both academics and practitioners, there have been no efforts to develop measures of ISD in the context of influencer marketing.…”

Section: Self-disclosure In Interactive Marketingmentioning

confidence: 99%

“…Hence, we believe that our scale holistically covers the concept of SMIs' ISD. This study focuses on the mediating role of parasocial relationships, essential for fostering consumer-brand relationships (Leite and Baptista, 2021;Tsai et al, 2021). As self-disclosure literature has primarily focused on interpersonal relationships (Culnan and Armstrong, 1999), we contribute to the theory by evaluating the relevance of ISD in parasocial and illusive relationships.…”

Section: Theoretical Contributionmentioning

confidence: 99%

“…In addition to sharing information on their personal and intimate lives, SMIs also incorporate product promotions into their daily lifestyles (Hwang and Zhang, 2018). Given that SMIs can influence followers' feelings toward them and perceptions of their product recommendations, the extent SMIs reveal intimate details is a powerful tool to attract attention and persuade their audience (Leite and Baptista, 2021).…”

Section: Introductionmentioning

confidence: 99%

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

Leite

Baptista

2021

JRIM

Self Cite

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PurposeThis study develops and validates a scale to measure social media influencers' intimate self-disclosure (SMIs' ISD), by accessing consumer perceptions of the intimacy levels of SMIs' self-disclosure. The authors further evaluate the extent to which SMIs' ISD fosters consumers' self-brand connections via consumer-SMI parasocial relationships.Design/methodology/approachThe scale was developed through item generation, purification, and validation. First, items were generated from existing scales and revised based on feedback provided by experts. The items were subjected to exploratory and confirmatory factor analyses using an online survey with 433 participants. Structural equation modeling (SEM) was used to examine the predictive power of SMIs' ISD on parasocial relationships and self-brand connections.FindingsThe results suggest that the perceived SMIs' ISD is a unidimensional construct. As proposed, SMIs' ISD enhances consumer-brand connections through the underlying mechanism of consumers' sense of being in a parasocial relationship with an SMI.Originality/valueThis study advances self-disclosure and influencer marketing literature by addressing the lack of measures on SMIs' ISD from a consumer perspective and the scarcity of empirical understanding of how brands can profit from SMIs' capabilities to make intimate self-disclosure. Based on the literature review, this study is the first to empirically consider factual, emotional, and cognitive intimacy to develop scale and demonstrate the importance of SMIs' ISD in developing consumers' self-brand connections.

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Section: Discussionmentioning

confidence: 99%

Section: Self-disclosure In Interactive Marketingmentioning

confidence: 99%

Section: Theoretical Contributionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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

Leite

Baptista

2021

JRIM

Self Cite

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“…Having an intimate conversation characterized by high self-disclosure involves the sharing of private personal information which promotes a deeper understanding of disclosing party's inner state, and more importantly, inferring the disclosing party's trust and liking towards the audiences (Sprecher et al, 2013). Recent studies highlight that self-disclosure has an indispensable role in influencer marketing whereby it facilitates the formation of feelings of authenticity and friendliness, which is crucial to endorsement effectiveness (i.e., purchase intention) (Kim, 2021;Leite and Baptista, 2021). Intimate self-disclosure on social media, when perceived as appropriate, has a positive impact on relationship closeness and social attraction (Lin and Utz, 2017).…”

Section: Self-disclosurementioning

confidence: 99%

Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA

Tan

Chuah

et al. 2022

ITP

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PurposeThe emergence of social media has brought the influencer marketing landscape to an unprecedented level, where many ordinary people are turning into social media influencers. The study aims to construct and validate a model to yield strategic insights on the relevance of content curation, influencer–fans interaction and parasocial relationships development in fostering favorable endorsement outcomes (i.e. purchase intention).Design/methodology/approachThe present study analyzes data from a survey of 411 consumers using partial least squares-structural equation modelling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA) to understand the net and combined effects of content attributes, interaction strategies and parasocial relationships on purchase intention.FindingsPLS-SEM results reveal that content attributes (i.e. prestige and expertise) and interaction strategies (i.e. interactivity and self-disclosure) positively influence parasocial relationships, and in turn, lead to high purchase intention. Findings from fsQCA indicate six solutions with different combinations of content attributes, interaction strategies and parasocial relationships that sufficiently explain high purchase intention.Originality/valueThe present study demonstrates the roles of content attributes and interaction strategies in engendering parasocial relationship and the endorsement outcome (i.e. purchase intention) from both linear and non-linear (complexity) perspectives.

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To share or not to share: When is influencer self‐disclosure perceived as appropriate?

Leite,

Pontes,

Septianto

2024

J of Consumer Behaviour

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Influencers' personal stories on social media can shape consumer behavior. Yet little is known about how intimacy, valence, and topic of self‐disclosure affect perceptions of credibility. In two studies, results reveal that intimate (vs. non‐intimate) self‐disclosure reduces perceived message appropriateness and influencer credibility, while positive (vs. negative) self‐disclosure enhances it. Furthermore, the effect of positive intimate self‐disclosure on appropriateness is stronger for topics related to mental health (vs. relationships). This research broadens the theoretical understanding of how consumers perceive influencer credibility by analyzing various dimensions of self‐disclosure, providing practical insights for integrating self‐disclosure into social media recommendations.

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The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust

Cited by 101 publications

References 97 publications

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

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

Be my friend! Cultivating parasocial relationships with social media influencers: findings from PLS-SEM and fsQCA

To share or not to share: When is influencer self‐disclosure perceived as appropriate?

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