What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information

Syed Asim Shah, Muhammad Haroon Shoukat, Waseef Jamal and Muhammad Shakil Ahmad

SAGE Open, 2023, vol. 13, issue 2, 21582440231179712

Abstract: This study aims to determine to which extent perceived information quality and emotional attachment with digital influencers can shape the purchase intention of consumers while considering the mediating effects of perceived influence and the moderating effects of influencer reputation. A hypothetical model is tested based on social learning and media dependency theories. The response of 298 online users was analyzed by using Smart PLS-SEM. Results show that followers-influencers emotional attachment and perceived information quality promote the mediating role of followers’ perceived influence to increase the follower purchase intention. Contrary, influencer reputation does not moderate the effect of perceived influence on purchase intention. This study provides valuable input to companies that can help them design their influencers’ marketing strategies.

Keywords: influencer marketing; purchase intention; digital followers; emotional attachments; perceived quality of information (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440231179712 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:2:p:21582440231179712

DOI: 10.1177/21582440231179712

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().