The importance of brands, commitment, and influencers on purchase intent in the context of online relationships

Abstract

This study aims to investigate the external input of influencers and the internal input of commitment in online relationships as antecedents for purchase intent with consideration of the mediating role of brand image. Data were gathered from a survey of 730 international online consumers, and results were analyzed using LISREL. The result shows the importance of the brand image for the purchase intent in online relationships, and also finds that the brand mediates an effect from influencers and commitment on purchase intent. Companies working to strengthen their relationships concerning their brand can learn that it is meaningful to also work with relationship commitment (to encourage customers to be part of a continuous relationship) and to find influencers appropriate to showcase the product. Also, even if strong relationships build brands, carefulness concerning the brands offered in the online store is strategically important. This study adds to the literature by extending research on brand importance in online relationships, specifically by adding the concepts of commitment and influencers’ influence into the model. The latter expands knowledge of how complex the online environment is in terms of factors to consider for online marketers.