Effective influencer marketing: A social identity perspective

Samira Farivar and Fang Wang

Journal of Retailing and Consumer Services, 2022, vol. 67, issue C

Abstract: Social networking in the form of online communities and social groups is a characteristic of social media communication that has profound implications on the identity dynamics and behavior of social media users. Drawing from social identity theory, this research brings the social identity construct (i.e., followers' perception of the self in relation to the influencer community) to the literature on influencer marketing and examines the effect of followers' social identity, along with their interest fit and the influencer's opinion leadership, on their purchase intention. This research also examines the moderating role of storytelling, a pervasive approach of social media influencers, in enhancing the social identity–purchase intention link. Empirical results from 467 Instagram users show that all three factors positively impact followers' intention, but social identity has a more salient effect than the others. Storytelling posts can enhance these effects. Studying influencer marketing through the social identity angle contributes to better understanding of influencer marketing effectiveness.

Keywords: Instagram; Social media influencers; Social identity; Storytelling; Promotional post; Opinion leadership; Interest; Influencer community (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:67:y:2022:i:c:s0969698922001199

DOI: 10.1016/j.jretconser.2022.103026

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