Understanding the Role of Follower Size in Influencer Marketing: Examining the Perspective of Source Credibility and Attribution Theory
Applying source credibility and attribution theory as a theoretical framework, this study aims to find the role of follower size on the success of influencer marketing, along with the mediating impacts of source trustworthiness and influencers' motives and the moderating roles of source experti...
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| Published in | Journal of current issues and research in advertising Vol. 45; no. 3; pp. 320 - 338 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Routledge
02.07.2024
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| Online Access | Get full text |
| ISSN | 1064-1734 2164-7313 |
| DOI | 10.1080/10641734.2024.2378349 |
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| Abstract | Applying source credibility and attribution theory as a theoretical framework, this study aims to find the role of follower size on the success of influencer marketing, along with the mediating impacts of source trustworthiness and influencers' motives and the moderating roles of source expertise and product types. A 4 (follower size: nano vs. micro vs. macro vs. mega) × 2 (source expertise: high vs. low) × 3 (product type: search vs. experience vs. credence) between-subjects design was employed. Data from an online experiment showed that the follower size leads to both the perception of source trustworthiness and extrinsic motive of influencers. When influencers are perceived as experts, it enhanced the effect of source trustworthiness on purchase intention and discounted the effect of follower size on consumers' attribution to extrinsic motive. Further, the product type moderated the role of source expertise on purchase intention. Theoretical and managerial implications are discussed. |
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| AbstractList | Applying source credibility and attribution theory as a theoretical framework, this study aims to find the role of follower size on the success of influencer marketing, along with the mediating impacts of source trustworthiness and influencers' motives and the moderating roles of source expertise and product types. A 4 (follower size: nano vs. micro vs. macro vs. mega) × 2 (source expertise: high vs. low) × 3 (product type: search vs. experience vs. credence) between-subjects design was employed. Data from an online experiment showed that the follower size leads to both the perception of source trustworthiness and extrinsic motive of influencers. When influencers are perceived as experts, it enhanced the effect of source trustworthiness on purchase intention and discounted the effect of follower size on consumers' attribution to extrinsic motive. Further, the product type moderated the role of source expertise on purchase intention. Theoretical and managerial implications are discussed. |
| Author | Kim, Hyuksoo Jeon, Gahyeon Chung, Jee Young |
| Author_xml | – sequence: 1 givenname: Hyuksoo surname: Kim fullname: Kim, Hyuksoo organization: Division of Media Communications, Hankuk University of Foreign Studies – sequence: 2 givenname: Gahyeon surname: Jeon fullname: Jeon, Gahyeon organization: Marketing Division, Shinhan Securities – sequence: 3 givenname: Jee Young surname: Chung fullname: Chung, Jee Young organization: School of Journalism and Strategic Media, J. William Fulbright College of Arts and Sciences, University of Arkansas |
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