Abstract
PurposeAiming to address the problem in which practitioners mindlessly prioritise the reputation of social media influencers (SMIs) over ensuring proper congruence between the influencers themselves and content marketing strategies, this study develops a conceptual framework that adopts an elaboration likelihood model and attachment theory to ascertain the effects of SMIs, live content marketing and their congruency on impulsive buying (IB).Design/methodology/approachThrough collecting cross-sectional data from 608 valid replies, this study adopts an integrated method that combines partial least squares structural equation modeling (PLS-SEM), artificial neural network (ANN) and fuzzy-set qualitative comparative analysis (fsQCA) to analyse.FindingsThe results reveal that the credibility and relevance of live content, the empathy and professionalism of SMIs, and their congruence are critical antecedents of consumers' attachments to live content and SMIs, thus triggering their attachment to endorsement and IB.Originality/valueIn knowledge, this study benefits the scope of the elaboration likelihood model and attachment theory and enriches live streaming commerce literature. In method, an integrated analytical method is used to cope with complex structural relationships in non-linear patterns and predictions, as well as examine the complex causal configurations. In practice, this study facilitates practitioners to further ascertain what attributes in live content and SMIs can foster customer's emotional attachments in choosing endorsers and developing endorsement strategies, thus driving their IB.
Cited by
1 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献