This study investigates the mechanisms behind consumer engagement in social media influencer marketing using self-determination theory and a stimulus-organism-response framework. Analyzing data from 522 participants, the findings reveal that while influencers generate initial online traffic, their impact on deeper engagement is limited. Higher-level engagement is driven by the quality of advertisement information and interpersonal factors, emphasizing the importance of content and social influence.
Publisher
HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS
Published On
May 08, 2024
Authors
Chenyu Gu, Quting Duan
Tags
consumer engagement
social media
influencer marketing
self-determination theory
advertisement quality
interpersonal factors
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