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The Persuasive Power of Social Media Influencers in Brand Credibility and Purchase Intention

Business

The Persuasive Power of Social Media Influencers in Brand Credibility and Purchase Intention

X. Liu and X. Zheng

This study by Xiao Liu and Xiaoyong Zheng delves into how social media influencers shape brand credibility and impact purchase intentions. Discover how factors like authenticity and parasocial relationships play a critical role in follower engagement and brand perception.

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Playback language: English
Abstract
This study investigates the persuasive influence of social media influencers (SMIs) on followers' brand credibility and purchase intention using the elaboration likelihood model. Findings reveal that informative content, authenticity, and homophily positively affect parasocial relationships, which in turn influence purchase intention and brand credibility perception. Followers' persuasion knowledge negatively moderates the relationship between parasocial relationships and brand credibility but not purchase intention.
Publisher
Humanities & Social Sciences Communications
Published On
Jan 02, 2024
Authors
Xiao Liu, Xiaoyong Zheng
Tags
social media influencers
brand credibility
purchase intention
parasocial relationships
persuasion knowledge

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