The Enchantment of Social Media Influencers: Analysing Consumer Attitudes Through the Lens of the Information Adoption Model

Abstract

This study meticulously examines the influence of social media influencers on consumer behaviour, adopting the Information Adoption Model (IAM) as its theoretical cornerstone. In the era of Web 2.0, social media has emerged as a vital conduit for user-generated content, profoundly altering the landscapes of communication, public relations, and marketing strategies. The role of social media in electronic word-of-mouth (eWOM) marketing underscores its potential to craft consumer experiences, thereby augmenting brand equity. Central to this inquiry is the IAM, which elucidates the process through which users assess and adopt information, with the quality, reliability, and perceived utility of information being paramount. This study specifically probes into how the content disseminated by social media influencers impacts consumer purchase intentions. Analyzing data collected from respondents via questionnaires through structural equation modelling, this investigation sheds light on the intricate dynamics of this relationship. The findings underscore the indispensability of influencers' originality, trustworthiness, and emotional resonance in amplifying the perceived value of information, consequently swaying consumer purchase intentions. This scholarly endeavour contributes to the broader academic dialogue on the sway of social media over consumer behaviours. It provides valuable insights for marketers seeking to harness the power of influencer marketing with greater efficacy.