Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?

Magrizos Solon (), Lamprinakos Grigorios, Fang Yanling and Drossos Dimitrios
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Magrizos Solon: University of Birmingham, Birmingham, UK
Lamprinakos Grigorios: University of Birmingham, Birmingham, UK
Fang Yanling: University of Birmingham, Birmingham, UK
Drossos Dimitrios: Marketing & Communication, Athens University of Economics and Business, 76, Patission Str, 10434 Athens, Attica, Greece

Review of Marketing Science, 2021, vol. 19, issue 1, 53-74

Abstract: In this study, we investigate the factors affecting consumers’ purchase intention toward influencers’ personal owned brands. By using the theoretical lens of the Theory of Planned Behaviour (TPB) we explore consumers’ purchase intentions towards influencers own brands and discuss the importance of previously held attitudes, subjective norms and perceived behavioural control. We further develop TPB by adding two further constructs, that of price and self-identity. The reported moderator role of self-identity in the relationship between price and purchase intention under the context of influencers’ personal owned brands suggests that the ‘fan’ status of followers makes them more tolerant to price increases. We discuss theoretical implications and offer suggestions for marketers and consumers alike.

Keywords: influencer marketing; own brands; purchase intentions; social media; TPB (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1515/roms-2021-0003

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