The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM. Results of a binational study

Abstract

PurposeThe study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily on intentions to buy fashion products recommended by the blogger.Design/methodology/approachThe empirical research builds on an online survey with a sample of 402 consumers (189 Italian and 213 Taiwanese). The proposed model was tested through structural equation modeling.FindingsResults showed that homophily and the fashion blogger credibility positively influenced the engagement within the blog. Moreover, perceived similarity with the other blog's followers (homophily) and a higher engagement with the blog both translated in a stronger intention to buy the sponsored products and to spread a positive word-of-mouth about the fashion blogger.Practical implicationsThe study has practical implications since it identifies strategic suggestions for both companies that create partnerships with famous fashion bloggers and bloggers who have turned their diary-style websites into a business.Originality/valueThe study contributes to a better understanding of the influence exerted by blog engagement on intentions to follow blogger's recommendations. The study also examines credibility and homophily as antecedents of engagement, which have not been extensively researched in the past with respect to blogs.

Not just food: Exploring the influence of food blog engagement on intention to taste and to visit

“…Therefore, the marketing literature (Pansari and Kumar, 2017;Halaszovich and Nel, 2017;Chu and Kim, 2011;Kumar et al, 2010) acknowledges that engagement exerts a significant and positive impact on e-WOM. Following this line of enquiry, studies in the context of blogging have confirmed this relationship (Mainolfi and Vergura, 2021;Muniz and Shau, 2005). In fact, empirical evidence shows that readers who experiment a positive engagement toward a blog are more likely to spread a positive word-of-mouth about the blogger.…”

“…Therefore, it is possible to speculate that if there is a high level of engagement, it is likely that users will continue to use the blog and follow the blogger's suggestions. Past studies (Mainolfi and Vergura, 2021;Jim enez-Castillo and S anchez-Fern andez, 2019) testified that the interaction and participation in blog conversations can stimulate the readers' willingness to purchase the products suggested by the blogger. Similarly, with regard to the tourism industry, several studies have found that travel blogs may influence travel decisions through the degree of engagement (Huang et al, 2010).…”

Thank you for sharing! Unravelling the perceived usefulness of word of mouth in public procurement for small and medium enterprises

“…Additionally, another study confirmed that WOM can be used to supplement tourism marketing efforts by influencing residents' attitudes toward the tourist destination ( Segota et al, 2021). It should be noted that WOM relies on the sharing of information (Amani, 2022a;Bastos and Moore, 2021;Mainolfi and Vergura, 2022). Similar to this, the buyer-supplier relationship entails the act of exchanging necessary information between suppliers and buyers (Mushi et al, 2021;Ried et al, 2021).…”

Investigating the Impact of Influencers Content Value on Followers Purchase Intentions: An Application on Youtube Influencers in Developing Countries

“…In addition, the term "purchase intention" refers to a person's intentional purpose to make an attempt to purchase a certain brand of product. The process of consumers making purchase choices is a dynamic one, and purchase motivations are an integral element of this process (Mainolfi and Vergura, 2021). The term "purchase intention" refers to the state of mind of a customer in which they have the purpose to acquire a certain item or service (Wu et al, 2012).…”

“…The term "purchase intention" refers to the state of mind of a customer in which they have the purpose to acquire a certain item or service (Wu et al, 2012). The purchase intention can also be defined as the conscious plan that an individual puts forth regarding making an effort in order to buy a particular brand (Spears and Singh, 2004;Mainolfi and Vergura, 2021). According to this definition, the purchase intention is dependent on the conscious of the person; therefore, the purchase intention represents a personal behavioral tendency (Tsai and Men, 2017).…”