Are social media influencers effective? An analysis of information adoption by followers

Juan Sebastián Roldan-Gallego, Javier A. Sánchez-Torres, Ana Argila-Irurita, Francisco Javier Arroyo-Cañada

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

3 Citas (Scopus)

Resumen

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.

Idioma originalInglés
Páginas (desde-hasta)188-211
Número de páginas24
PublicaciónInternational Journal of Technology Marketing
Volumen17
N.º2
DOI
EstadoPublicada - 2023

Tipos de productos de Minciencias

  • Artículo B - Q3

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