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  • BAM_2019_27_Feb

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Persuasive or not?: The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention

Research output: Contribution to conference - Without ISBN/ISSN › Conference paper › peer-review

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Persuasive or not? The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention. / Gadalla, Eman; Liu, Rebecca; Martin, Felix et al.
2019. Paper presented at British Academy of Management 2019 Conference, Birmingham, United Kingdom.

Research output: Contribution to conference - Without ISBN/ISSN › Conference paper › peer-review

Harvard

Gadalla, E, Liu, R, Martin, F & Supatchaya , NT 2019, 'Persuasive or not? The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention', Paper presented at British Academy of Management 2019 Conference, Birmingham, United Kingdom, 3/09/19 - 5/09/19.

APA

Gadalla, E., Liu, R., Martin, F., & Supatchaya , N. T. (2019). Persuasive or not? The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention. Paper presented at British Academy of Management 2019 Conference, Birmingham, United Kingdom.

Vancouver

Gadalla E, Liu R, Martin F, Supatchaya NT. Persuasive or not? The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention. 2019. Paper presented at British Academy of Management 2019 Conference, Birmingham, United Kingdom.

Author

Gadalla, Eman ; Liu, Rebecca ; Martin, Felix et al. / Persuasive or not? The Effect of Social Media Influencer’s Credibility on Consumer Processing and Purchase Intention. Paper presented at British Academy of Management 2019 Conference, Birmingham, United Kingdom.19 p.

Bibtex

@conference{8c17f462aea1431c8483a19b602d8955,
title = "Persuasive or not?: The Effect of Social Media Influencer{\textquoteright}s Credibility on Consumer Processing and Purchase Intention",
abstract = "This paper investigates social media usage, focusing on the association between the influencer{\textquoteright}s credibility and purchase intention. Building on the theory of source credibility and involvement inventory, a mediating effect research framework is proposed and evidenced. To test our proposed framework, data were collected via on-line survey and analysed by using partial least squares structural equation modelling (PLS-SEM). Drawn from 254 Thai social media users, our study suggests that credibility has a significant association with cognitive and affective responses as well as with normative and informative social influences. Upon which credibility has the most influence on affective response. To this end, our data indicate that social media followers increase their purchase intention through cognitive response. Nevertheless, social influences do not seem to have an inter-relationship with personal responses and do not strengthen the relationship between responses and purchase intention. These results point to several important theoretical implications and empirical advice to practitioners. ",
keywords = "Social Media, Influencer Marketing, Source Credibility, Personal Involvement, Social Influence.",
author = "Eman Gadalla and Rebecca Liu and Felix Martin and Supatchaya, {Nin Tiewcharoen}",
year = "2019",
month = sep,
day = "3",
language = "English",
note = "British Academy of Management 2019 Conference, BAM 2019 ; Conference date: 03-09-2019 Through 05-09-2019",
url = "https://www.bam.ac.uk/civicrm/event/info?id=3502",

}

RIS

TY - CONF

T1 - Persuasive or not?

T2 - British Academy of Management 2019 Conference

AU - Gadalla, Eman

AU - Liu, Rebecca

AU - Martin, Felix

AU - Supatchaya , Nin Tiewcharoen

PY - 2019/9/3

Y1 - 2019/9/3

N2 - This paper investigates social media usage, focusing on the association between the influencer’s credibility and purchase intention. Building on the theory of source credibility and involvement inventory, a mediating effect research framework is proposed and evidenced. To test our proposed framework, data were collected via on-line survey and analysed by using partial least squares structural equation modelling (PLS-SEM). Drawn from 254 Thai social media users, our study suggests that credibility has a significant association with cognitive and affective responses as well as with normative and informative social influences. Upon which credibility has the most influence on affective response. To this end, our data indicate that social media followers increase their purchase intention through cognitive response. Nevertheless, social influences do not seem to have an inter-relationship with personal responses and do not strengthen the relationship between responses and purchase intention. These results point to several important theoretical implications and empirical advice to practitioners.

AB - This paper investigates social media usage, focusing on the association between the influencer’s credibility and purchase intention. Building on the theory of source credibility and involvement inventory, a mediating effect research framework is proposed and evidenced. To test our proposed framework, data were collected via on-line survey and analysed by using partial least squares structural equation modelling (PLS-SEM). Drawn from 254 Thai social media users, our study suggests that credibility has a significant association with cognitive and affective responses as well as with normative and informative social influences. Upon which credibility has the most influence on affective response. To this end, our data indicate that social media followers increase their purchase intention through cognitive response. Nevertheless, social influences do not seem to have an inter-relationship with personal responses and do not strengthen the relationship between responses and purchase intention. These results point to several important theoretical implications and empirical advice to practitioners.

KW - Social Media, Influencer Marketing, Source Credibility, Personal Involvement, Social Influence.

M3 - Conference paper

Y2 - 3 September 2019 through 5 September 2019

ER -