Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

Download Full-text

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

Journal of Research in Interactive Marketing ◽

10.1108/jrim-04-2020-0072 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Mazzini Muda ◽

Muhammad Iskandar Hamzah

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Purchase Intention ◽

Structural Equation ◽

Word Of Mouth ◽

Source Credibility ◽

Equation Modeling ◽

Content Type ◽

The Social ◽

The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

Download Full-text

MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA PROMOSI UNTUK MENINGKATKAN MINAT BELI KONSUMEN

Jurnal Bisnis Terapan ◽

10.24123/jbt.v1i01.296 ◽

2017 ◽

Vol 1 (01) ◽

pp. 25-32

Author(s):

Deru R Indika ◽

Cindy Jovita

Keyword(s):

Social Media ◽

Social Interaction ◽

Rapid Growth ◽

Purchase Intention ◽

Internet Access ◽

Tourism Industry ◽

Tourist Destination ◽

Consumer Purchase Intention ◽

The Subject ◽

Use Of Social Media

The speed of internet access and the rapid growth of the smartphone industrymakes it easier for people to get information. In the field of marketing, this affectshow the promotion is done. The use of social media which is actually meansfor social interaction between online individuals becomes commonly used bycompanies as a tool for promotion including in the tourism industry. One of thesocial media that is often used is Instagram, an application that allows users toshare photos and pictures along with short messages with other users. This studydiscussed how Instagram as a social media can affect consumer purchase intentiontoward a tourist destination. The subject of research is Floating Market located inLembang, Bandung, West Java. The results showed that information deliveredthrough Instagram was effective in increasing consumer purchase intention upto 50.2%

Download Full-text

Online Video Advertisements' Effect on Purchase Intention

Brand Culture and Identity ◽

10.4018/978-1-5225-7116-2.ch025 ◽

2019 ◽

pp. 454-471

Author(s):

Geetika Jain ◽

Sapna Rakesh ◽

Kostubh Raman Chaturvedi

Keyword(s):

Social Media ◽

Purchase Intention ◽

Marketing Strategies ◽

Online Video ◽

Consumer Purchase Intention ◽

Social Media Advertising ◽

Value Model

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Download Full-text

The Influence Of Facebook Marketing On Consumer Buying Intention Of Clothing: Evidence From Young Adults

Archives of Business Research ◽

10.14738/abr.89.8992 ◽

2020 ◽

Vol 8 (9) ◽

pp. 37-51

Author(s):

D. T. Kingsley Bernard ◽

A. A. S. N. Munasinghe ◽

I. K. R. J. Premarathne ◽

S. Wijayarathne

Keyword(s):

Social Media ◽

Young Adults ◽

Purchase Intention ◽

Strong Relationship ◽

Important Variable ◽

Consumer Purchase Intention ◽

Social Media Platforms ◽

Comprehensive Survey ◽

The Impact ◽

Facebook Marketing

As a result of the rapid improvements paved through global advertising pathways, marketers have started to promote their products through social media platforms and among that; Facebook had become the most popular mode of communicating out of all. The study was conducted with the objective of comprehensively investigating the influence of Facebook marketing on consumer buying intention of clothing using evidence of young adults. Predominantly, the research focused upon identifying the superiority of Facebook as a social media communication platform and its relevant impact upon advertising. Majority of the businesses aims toward increasing the reach, whereas Facebook users expect clear experience through Facebook rather than watching typical pop ups, web banners and adds. However, Facebook marketing was identified to be positively and negatively influencing the companies and users. Therefore, focus was to analyze the impact to consumer’s buying intention from Facebook marketing. The companies can identify the effectiveness of the advertising and the improvement to be done. The study has undertaken a comprehensive survey to achieve the objectives of the research and those data was analyzed through component factor analysis, regression analysis and correlation coefficient. As per the results of the analysis, researchers have accomplished the stated objectives of the study. In conclusion, it was identified that there was a strong relationship between independent and dependent variables except E-WOM. Among that, Likes and sharing are the most important variables in Facebook marketing. According to outcomes, E- WOM was not an important variable, nonetheless researchers recommend focusing on E-WOM in order to convert this variable in to positive way to make better results, as previous researches stated that E-WOM can make massive impact to consumer purchase intention.

Download Full-text

Pengaruh Media Sosial, Lokasi, Store Atmosphere terhadap Niat Beli di Cafe

Jurnal Ilmu Manajemen ◽

10.26740/jim.v9n3.p1173-1183 ◽

2021 ◽

Vol 9 (3) ◽

pp. 1173-1183

Author(s):

Sulistiyawati Sulistiyawati

Keyword(s):

Social Media ◽

Regression Analysis ◽

Linear Regression ◽

Data Collection ◽

Purchase Intention ◽

Quantitative Research ◽

Linear Regression Analysis ◽

Multiple Linear Regression Analysis ◽

Analysis Technique ◽

Consumer Purchase Intention

This study aims to determine and analyze the influence of social media, location, store atmosphere on purchase intention at the friend's cafe in Sampang. This type of research is quantitative research using a conclusive classification: data collection techniques using non-probability sampling classification and judgmental techniques. The number of samples used in this study was as many as 100 respondents who knew and had accessed the Instagram account of Teman Sehati cafÃ©. The analysis technique uses multiple linear regression analysis with the SPSS version 25 program. The results show that social media positively and significantly affect purchase intention at Teman Sehati cafe in Sampang. There is a significant influence of location on purchase intention at the Teman Sehati cafe Sampang; the store atmosphere has a positive and significant effect on the purchase intention of a Teman Sehati cafÃ© in Sampang. CafÃ© Teman Sehati is expected to be able to design outlets in such a way as to increase customer convenience with a positive store atmosphere. In addition, it is expected to consider the location to increase consumer purchase intention. Further research can use newer variables such as convenience, promotion, or service quality.

Download Full-text

Vegetarian Food Social Media Message: An Empirical Study Of The Effects Of Message Design On Consumer Brand Attitude

10.26686/wgtn.14870052 ◽

2021 ◽

Author(s):

Wan-Ting Huang

Keyword(s):

Social Media ◽

Purchase Intention ◽

Source Credibility ◽

Final Analysis ◽

Brand Attitude ◽

Consumer Involvement ◽

User Generated Content ◽

Brand Attitudes ◽

Brand Authenticity ◽

Message Type

Despite a growing interest in social media communication as a marketing tool, research on its persuasive effects is limited. This is especially true for comparisons between brand-generated and user-generated content, despite the relevance of message control for marketing strategy. This present study examines two different message sources (brand vs user) and two message types (rational vs emotional) investigating their effects on consumer brand attitude through the creation of brand authenticity, content authenticity and source credibility while considering consumer food involvement. Participants (N = 342) viewed one of four fictional Facebook messages, which used either a rational or emotional message type and was from either a brand or a consumer. Using regression analysis, and splitting the sample to high (N= 172) and low involvement (N=170), we found for participants with a high degree of involvement, emotional brand-generated content created more positive brand attitudes than rational brand-generated content through perceived brand authenticity and source credibility. However, a rational message generated by a brand led to higher levels of effect on brand attitude with higher perceived content authenticity. For user-generated content, for highly involved consumers, rational messages are more persuasive than emotional messages, creating more positive brand attitudes through brand authenticity and source credibility. Content authenticity had no impact on brand attitude in any user-generated message under high consumer involvement. Under low degrees of consumer involvement, emotional brand-generated messages did not significantly impact brand attitude. However, the effect was found in emotional user-generated messages through content authenticity. With regards to rational brand-generated messages, high perceptions of source credibility generated positive brand attitudes. A similar result has been found in user-generated rational messages. The final analysis showed that regardless of message type and message source, low or high consumer involvement, the positive effect of brand attitude on purchase intention is significant. The theoretical and practical implications of these findings are discussed.

Download Full-text

The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

Sustainability ◽

10.3390/su13169471 ◽

2021 ◽

Vol 13 (16) ◽

pp. 9471

Author(s):

Hye-Ryeong Shin ◽

Jeong-Gil Choi

Keyword(s):

Social Media ◽

Generational Differences ◽

Purchase Intention ◽

Source Credibility ◽

Brand Image ◽

Group Analysis ◽

Moderating Effect ◽

Media Communication ◽

Social Media Communication ◽

The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

Download Full-text

Social Media Influencers Source Credibility and Product Fit Impact on Customers Purchasing Intentions, Under the Moderating Effect of Gender, Malaysian Context

Archives of Business Research ◽

10.14738/abr.98.10645 ◽

2021 ◽

Vol 9 (8) ◽

pp. 108-124

Author(s):

Mohammad Shadah

Keyword(s):

Social Media ◽

Purchase Intention ◽

Source Credibility ◽

Marketing Strategies ◽

Moderating Effect ◽

Sampling Techniques ◽

Key Factors ◽

General Management ◽

Research Findings ◽

Convenience Sampling

This study seeks to identify the source credibility of social media influencers that impact customer's purchase intention under the moderating effect of gender. It adopts the Ohanian model of sources credibility and Kamins, Michael A.'s "match-up" hypothesis. The conceptual model includes (purchase intention” source credibility” trustworthiness” attractiveness” expertise “gender and product match-up). The researchers employed online surveys to collect responses on the criteria in the current study, which took a quantitative approach, using convenience sampling techniques. A total of 231 responses were received after data cleaning, 209 responses were accepted. SmartPLS 3, were used for data analysis. The research findings show that expertise, attractiveness, and match-up are the key factors that influence customers' purchase intention and describe the customer's perception of influencers, except for trustworthiness, which suggests that Malaysian customers are aware of the authenticity issues of social media influencers. This study also revealed that there is no moderating effect across gender regarding social media influencers except for trustworthiness. The study has implications for general management as social media influencer has a powerful impact on effective communication and marketing strategies.

Download Full-text

Does Social Media Advertising Features Matter An Investigation of Consumer Purchase Intention

iRASD Journal of Management ◽

10.52131/jom.2019.0101.0003 ◽

2019 ◽

Vol 1 (1) ◽

pp. 20-36

Author(s):

Hafiz Wajahat Ali Shah ◽

Imran Khan ◽

Abdul Hameed

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Current Model ◽

Performance Expectancy ◽

Use Of Technology ◽

Consumer Purchase Intention ◽

Social Media Platforms ◽

Social Media Advertising ◽

Perceived Relevance

Social media is continuously used as a platform for marketing and advertising. Firms have spent a lot of seasons, cash and property on Social media ads. However, it is all the time stimulating how Firms can prepare Social media advertising to fortunately engage and inspire a consumer to purchase their brands. The purpose of this research is consequently to describe and check the key elements of Social media advertising that force anticipate the buy intention. The theoretical model was expected on the foundation of three factors from the expansion of the Unified Theory Acceptance and Use of Technology (UTAUT2) (Performance expectancy, Hedonic motivation and Habit) along with Interactivity, Informativeness and Perceived relevance. The data was composed using a questionnaire survey of 260 participants. The most important results of structural equation modelling (SEM) mainly sustained the validity of the current model and the significant impact of Performance expectancy, Hedonic motivation and Interactivity, Informativeness, and Perceived relevance on purchase intentions. Confidently, this study will produce a set of theoretical and practical instruction on how marketers can successfully plan and apply their ads through Social media platforms.

Download Full-text