期刊
JOURNAL OF BUSINESS RESEARCH
卷 144, 期 -, 页码 264-277出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2022.01.071
关键词
Influencer marketing; Social media influencers; Consumer inspiration; Social defaults; Choice imitation behavior
类别
资金
- Institute of Textiles and Clothing at The Hong Kong Polytechnic University [BE1Q]
Drawing on customer inspiration and social default theories, this study investigated the mechanism by which consumers are inspired by social media influencers (SMIs) and inspired to adopt the SMIs' exemplars as their own social defaults. The findings suggest that consumers' inspiration is influenced by the attractiveness, credibility, closeness, and interactivity of SMIs, and their inspired state affects their behavioral and emotional responses.
Drawing on customer inspiration and social default theories, we investigated the mechanism by which consumers are inspired by social media influencers (SMIs) and inspired to adopt the SMIs' exemplars as their own social defaults (standard default options that are socially desirable to like and follow). We investigated whether SMIs' personality-determined traits [attractiveness (H1) and credibility (H2)] and content-determined traits [closeness (H3) and interactivity (H4)] led consumers to feel inspired by SMIs; whether consumers' inspired by state led them to feel inspired to adopt the SMIs' exemplars as their own social defaults (H5); and whether consumers' inspired to state affected their behavioral and emotional responses: choice imitation (H6) and social glue (H7). To offer more nuanced implications, we examined whether the inspiration mechanism between consumers and SMIs differed between male and female consumers. We analyzed our model via SEM and probit regression analyses using survey data from 455 U.S. consumers' responses.
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