How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value

Raquel Sánchez-Fernández and David Jiménez-Castillo

MPRA Paper from University Library of Munich, Germany

Abstract: Despite the current relevance of social media influencers in brand communication strategies, questions remain about the factors that determine their influential power and how this power affects follower behaviour. This research examines the role of emotional attachment and perceived information value in the process of influence that can lead followers to manifest behavioural intentions toward the brands endorsed by influencers. The results show that both factors act as determinants of followers’ perceived influence, which in turn predicts followers’ positive word-of-mouth (WOM) about recommended brands and purchase intention. In fact, perceived influence plays a mediating role in these relationships. Positive WOM and purchase intention are also significantly related. The findings contribute to a deeper understanding of the nature and effects of the persuasive power of social media influencers. Key implications for researchers and practitioners are discussed.

Keywords: social media influencers; emotional attachment; information value; word-of-mouth; purchase intention (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2021
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Published in Journal of Marketing Management 11-12.37(2021): pp. 1123-1147

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:123159

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