Abstract
AbstractThe use of social media influencer collaboration is growing exponentially. This study explores the persuasive power of influencers on followers’ perceived brand credibility and purchase intention by applying the elaboration likelihood model of persuasion. The results show that the informative value of influencers’ content, authenticity, and homophily positively affect their parasocial relationships, which in turn, affects followers’ purchase intention and evaluation of brand credibility. Followers’ persuasion knowledge negatively moderates the relationship between parasocial relationships and followers’ perceived brand credibility; it has no moderating effect on the relationship between parasocial relationships and followers’ purchase intention.
Publisher
Springer Science and Business Media LLC
Subject
General Economics, Econometrics and Finance,General Psychology,General Social Sciences,General Arts and Humanities,General Business, Management and Accounting