The effects of influencer type, regulatory focus, and perceived authenticity on consumers' purchase intention

• Published in: International journal of consumer studies Vol. 47; no. 4; pp. 1241 - 1255
• Main Authors: Ren, Linan, Lee, Seok Kee, Chun, Sungyong
• Format: Journal Article
• Language: English
• Published: Oxford Blackwell Publishing Ltd 01.07.2023
• Subjects: Authenticity; Between-subjects design; Celebrities; China; Consumers; influencer marketing; influencer type; Marketing; people; perceived authenticity; Purchase intention; regulatory focus; Social media; South Korea; South Korea; China

Companies often use influencers to promote their products, and many celebrities have expanded their activities on social media as influencers. In this work, we classified influencers into celebrity and noncelebrity groups and analyzed how they affect consumers' purchase intention. We also analy...