ABSTRACT

This study provides a model for brand communication from social media influencers (SMIs) that evaluates the effect of source and content characteristics in the formation of consumers’ cognitive, emotional, and behavioural engagement with the endorsed brand. Survey responses collected from 316 Instagram users using systematic random sampling are analysed using structural equation modelling. The results delineate that SMIs’ credibility and SMI – consumer similarities have a significant positive effect on all consumer brand engagement (CBE) dimensions. However, informativeness of SMI’s content positively impacts cognitive and behavioural aspects, and not emotions, whereas content entertainment only enhances emotional engagement. The study provides insights to marketing practitioners for SMI selection and content design in order to achieve specific or multiple CBE goal(s). The results also confirm the indispensable mediating role of CBE dimensions in influencing consumers’ purchase intentions. This extends prior studies, which have predominantly explained these effects via mediators including consumer attitude and trust.

摘要

本研究提供了一个来自社交媒体影响者 (SMI) 的品牌传播模型，该模型评估来源和内容特征在消费者与代言品牌的认知、情感和行为参与形成中的影响。使用结构方程模型分析使用系统随机抽样从 316 名 Instagram 用户收集的调查回复。结果表明，SMI 的可信度和 SMI – 消费者相似性对所有消费者品牌参与度 (CBE) 维度都有显着的积极影响。然而，SMI 内容的信息量对认知和行为方面有积极影响，而不是情绪，而内容娱乐只会增强情绪参与。该研究为营销从业者提供了有关 SMI 选择和内容设计的见解，以实现特定或多个 CBE 目标。结果也证实了CBE维度在影响消费者购买意愿中不可或缺的中介作用。这扩展了之前的研究，这些研究主要通过包括消费者态度和信任在内的中介来解释这些影响。