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این مقاله علمی پژوهشی (ISI) به زبان انگلیسی از نشریه الزویر مربوط به سال ۲۰۲۲ دارای ۱۲ صفحه انگلیسی با فرمت PDF می باشد در ادامه این صفحه لینک دانلود رایگان مقاله انگلیسی و بخشی از ترجمه فارسی مقاله موجود می باشد.
کد محصول: M1209
سال نشر: ۲۰۲۲
نام ناشر (پایگاه داده): الزویر
نام مجله: Technological Forecasting & Social Change
نوع مقاله: علمی پژوهشی (Research articles)
تعداد صفحه انگلیسی: ۱۲ صفحه PDF
عنوان کامل فارسی:
مقاله انگلیسی ۲۰۲۲ : تأثیر ویژگی های اینفلوئنسر بر قصد خرید در بازاریابی اینفلوئنسرهای رسانه های اجتماعی: نقش میانجی شخصیت پردازی
عنوان کامل انگلیسی:
Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations
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Abstract
Social media influencer marketing has recently received significant attention. Many studies have explored the parasocial relationship (PSR) formation between influencers and followers. PSR has not often been weighted against other widely used relationship marketing constructs, despite the multitude of PSR studies. This study developed a research model based on the theory of persuasion, which was constructed to investigate the relative weight of the PSR. The study considered three personal attributes (attitude homophily, physical attractiveness, and social attractiveness) and three characterizations (trustworthiness, perceived expertise, and PSR) as antecedents of purchase intention. Data were collected through a survey of respondents who bought products/services after watching YouTube advertisements made by influencers. The study found that PSR had a significantly positive impact on purchase intentions relative to other characterizations and that PSR was significantly related to the three personal attributes. In addition, PSR formation was significantly influenced by consumers’ perceived influencer types. The survey showed that social media influencer marketing strategies need to be fine-tuned based on personal attributes, characterizations, and influencer types. This paper discusses the theoretical and practical implications of these findings.
Keywords: Influencer marketing, Social media, Purchase intention, Theory of persuasion, Parasocial relationship, YouTube
۱.Introduction
As user-generated content proliferates on social media, users can become leading creators by actively producing and uploading personal stories and reviews of products and services. These users are referred to as “social media influencers” (Freberg et al., 2011; Khamis et al., 2017; Lim et al., 2017). Social media influencers have attracted much attention from companies and brands, not only as potential marketing channels but also as social relationship assets with whom they can collaborate. This can lead to sustainable relationships based on marketing and sales (Augustine, 2019)…
۷.Conclusion
This study was undertaken to clarify the characteristics of the PSR, which is considered a critical construct in social media influencer marketing. We conducted an online survey of Korean consumers who had purchased a product/service after watching an influencer’s video advertisement on YouTube to examine the marketing effect of influencers on repurchase intention in terms of PSR and persuasion theory. The results show that PSR has a stronger influence on purchase intention than trustworthiness and expertise, and that social attractiveness has a greater influence on PSR formation than attitude homophily and physical attractiveness. Furthermore, PSR formation is also influenced by how consumers perceive the type of influencer (e.g., professional YouTuber, celebrity/expert). Thus, PSR might be a more important construct than credibility in terms of more general models based on the wide variety of foci of influencer advertising. We plan to examine the impact of such PSRs on social media marketing effectiveness based on a more detailed examination of influencers and consumer characteristics.
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