Instagram influencers in Kuwait: A persuasion knowledge perspective

Ahmad Alhaidar and Fei Xue
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Ahmad Alhaidar: Platinum Book Advertising, Kuwait
Fei Xue: School of Media and Communication, USA

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 4, 361-378

Abstract: Although many studies have investigated the effectiveness of social media influencers in brand campaigns, very few of these studies have been conducted in the Middle East region. To address this gap in the literature, this study examines Instagram influencers in Kuwait. The authors develop an integrated conceptual framework based on the persuasion knowledge model to explore factors related to persuasion knowledge, topic knowledge and agent knowledge. A 2 × 2 × 2 factorial design is utilised to explore the effects of persuasion knowledge, influencer–product congruence and parasocial relationship on perceived post credibility, influencer credibility, sharing intention, brand interest and purchase intention. The effects of influencer–product congruence on sharing intention, brand interest and purchase intention are found to be significant, as are the effects of parasocial relationship on advertisement credibility, influencer credibility, brand interest and purchase intention. In addition, persuasion knowledge is found to moderate the effects of influencer–product congruence and parasocial relationship.

Keywords: Instagram; influencers; persuasion knowledge; influencer–product congruence; parasocial relationship (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:10:i:4:p:361-378

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