TY - JOUR
T1 - Are social media influencers effective? An analysis of information adoption by followers
AU - Roldan-Gallego, Juan Sebastián
AU - Sánchez-Torres, Javier A.
AU - Argila-Irurita, Ana
AU - Arroyo-Cañada, Francisco Javier
N1 - Publisher Copyright:
Copyright © 2023 Inderscience Enterprises Ltd.
PY - 2023
Y1 - 2023
N2 - This study explored the adoption of information offered by social media influencers to their followers, and how social media influencers affect the intention to purchase, and the ultimate purchase of products or services by their followers. The information acceptance model was applied, which addresses the characteristics of acceptance: attitude, need, quality, credibility, intention, and use of information. This model was validated through structural equation modelling based on a survey of 381 people who use social networking websites. The results indicated that all the variables of the applied model and their characteristics are directly related to the way influencers connect to their audience and the finding that the ‘emotional relationship’ that influencers create with their followers is key for information acceptance.
AB - This study explored the adoption of information offered by social media influencers to their followers, and how social media influencers affect the intention to purchase, and the ultimate purchase of products or services by their followers. The information acceptance model was applied, which addresses the characteristics of acceptance: attitude, need, quality, credibility, intention, and use of information. This model was validated through structural equation modelling based on a survey of 381 people who use social networking websites. The results indicated that all the variables of the applied model and their characteristics are directly related to the way influencers connect to their audience and the finding that the ‘emotional relationship’ that influencers create with their followers is key for information acceptance.
KW - brand positioning
KW - digital consumer
KW - digital engagement
KW - digital strategies
KW - emotional relationship
KW - followers
KW - IACM
KW - information acceptance model
KW - opinion leaders
KW - predictive model
KW - SEM
KW - SMI
KW - social media influencers
KW - social networks
KW - structural equation modelling
UR - http://www.scopus.com/inward/record.url?scp=85153897061&partnerID=8YFLogxK
U2 - 10.1504/IJTMKT.2023.130026
DO - 10.1504/IJTMKT.2023.130026
M3 - Artículo
AN - SCOPUS:85153897061
SN - 1741-878X
VL - 17
SP - 188
EP - 211
JO - International Journal of Technology Marketing
JF - International Journal of Technology Marketing
IS - 2
ER -