How do influencers’ characteristics affect followers’ stickiness and well-being in the social media context?

• Published in: The Journal of services marketing Vol. 37; no. 8; pp. 1046 - 1058
• Main Authors: Lu, Hsiao-Han, Chen, Ching-Fu
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 30.08.2023; Emerald Group Publishing Limited
• Subjects: Attitudes; Celebrities; Consumers; Credibility; Influencer marketing; Purchase intention; Social networks; Eudaimonic well-being; Trustworthiness; Influencer; Stickiness; Follower; Attractiveness; Expertise; Hedonic well-being
• ISSN: 0887-6045; 0887-6045; 2054-1651
• DOI: 10.1108/JSM-11-2022-0363

Purpose Drawing on source credibility theory, this study aims to explore the relationship between influencers’ characteristics and followers’ well-being through followers’ stickiness to influencers’ channels or posts. Design/methodology/approach The authors gathered data through an online survey of 450 followers. The proposed hypotheses were examined using structural equation modeling. Findings Results reveal that trustworthiness and physical attractiveness positively affect followers’ stickiness to influencers, while the influence of expertise is not evident. Stickiness has positive impacts on both hedonic and eudaimonic well-being. The findings also show that stickiness mediates the relationships between physical attractiveness and trustworthiness toward both hedonic and eudaimonic well-being. Originality/value To the best of the authors’ knowledge, this study is among the first to explore the impact of influencers’ characteristics on followers’ stickiness to influencer webpages. The findings contribute to transformative service research and the theory of stickiness by deepening the understanding of how influencer characteristics contribute to followers’ well-being through the effect of users’ stickiness.