Versions
- 19-12-2024 (2)
- 18-12-2024 (1)
Keywords
Purchasing behaviour
Influencer's expertise
Influencer's authenticity
Influencer's credibility
Abstract
This research study was carried out to explore the effects of influencer ambassadorship on consumer purchasing behaviour. Various factors influence influencer ambassadorship; this study focuses on the influencer's expertise, authenticity, and credibility, examining how these aspects impact consumer purchasing behavior in the skincare industry. This research focuses on the perspectives of young adults from the age of 18 to the age of 26. This age group is also known as young adults. This study also focuses on young adults who are active social media users and have in-depth knowledge of the influencer's ambassadorship. The methodology of this study is qualitative, utilizing semi-structured interviews to gather data from respondents. According to the research findings, respondents expressed that an influencer's expertise is essential and effectively affects their purchasing behaviour. As for the influencer's authenticity, respondents stated that it is also important in shaping their purchasing decisions in the skincare industry. Lastly, respondents pointed out that the influencer's credibility is considered a reference when they make their purchasing decisions.
References
al., A.-A. e. (2023). Exploring the role of social media influencers in influencing the consumers: Revisiting two-step flow of communication model. Journal of Southwest Jiaotong University, 863 - 872.
Ambroise, L., Pantin-Sohier, G., Valette-Florence, P., & Albert, N. (2014). From endorsement to celebrity co-branding: Personality transfer. Journal of Brand Management, 273 - 285.
Audrezet, A. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 1 - 12.
Balaban, D. C., & Szambolics, J. (2022). A proposed model of self-perceived authenticity of social media influencers. Media and Communication, 235 - 246.
Belanche, D., Casalo, L. V., Flavian, M., & Ibanez-Sanchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers' attitudes and behavioural responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585, 1 - 11.
Belk, R. W. (2014). Digital consumption and the extended self. Journal of Marketing Management, 1101 – 1118.
Bhosale, D. S., & Dhobley, D. M. (2022). Strong Relationship Between Brands and Brands Mascot. Journal Of Northeastern University, 2613 - 2627.
Booth, N. &. (2011). Mapping and leveraging influencers in social media to shape corporate brand perceptions. Corporate Communications: An International Journal, 184 - 191.
Burt, R. S. (1999). The Social Capital of Opinion Leaders. American Academic of Political and Social Science, 1 - 22.
Campbell, C., & Farrell, J. (2020). More than meets the eye: The functional components underlying influencer marketing. Bussiness horizons, 469 - 479.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Bussiness horizons, 469 - 479.
Chan, T.-J., & Selvakumaran, D. (2021). The influence of celebrity endorser characteristics on brand image: A case study of Vivo. Journal of Media and Communication Research, 19 - 34.
Chekima, B., Zohra, F., & Adis, A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 1507 - 1015.
Chekima, B., Zohra, F., & Adis, A.-A. A. (2020). Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness. Journal of Economics and Business, 1507 - 1015.
Cheung, C. M., Jin, X.-L., & Lee, M. K. (2011). Customer engagement in an online social platform: A conceptual model and scale development. Thirty Second International Conference on Information Systems, Shanghai, 1 - 8.
Chronis, A., & Hampton, R. D. (2008). Consuming the authentic Gettysburg: How a tourist landscape becomes an authentic experience. Journal of Consumer Behaviour, 111 - 126.
Colliander, K. R. (2021). Multifaceted Influencers: Toward a New Typology for Influencer Roles in Advertising. Journal of Advertising, 548 - 561.
Colliander, Rundin, K., & Jonas. (2021). Multifaceted Influencers: Toward a New Typology for Influencer Roles in Advertising. Journal of Advertising, 548 - 561.
Cowles, D. (1997). The role of trust in customer relationships: Asking the right questions. Management Decision, 273 - 282.
Dawes, J. (2009). The Effect of Service Price Increases on Customer Retention: The Moderating Role of Customer Tenure and Relationship Breadth. Journal of Service Research, 232 - 245.
DeBono, K. G., & Klein, C. (1993). Source Expertise and Persuasion: The Moderating Role of Recipient Dogmatism. Personality and Social Psychology Bulletin, 167 - 173.
Eastin, M. S. (2001). Credibility assessments of online health information: The effects of source expertise and knowledge of content. Journal of Computer-Mediated Communication.
Enke, N., & Borchers, N. (2021). Social Media Influencer in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. BROCHER N.S. Social Media Influencer in Strategic Communication, 7 - 23.
Enke, N., & Borchers, N. (2021). Social Media Influencer in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication. Social Media Influencer in Strategic Communication, 7 - 23.
Ferchaud, A., J. Grzeslo, S. O., & Lagroue, J. (2018). Parasocial attributes and YouTube personalities: Exploring content trends across the most subscribed YouTube channels. Computers in Human Behavior, 88 - 96.
Guan W, N. Z. (2020). The new england journal of medicine. Clinical Characteristics of Coronavirus Disease 2019 in China, 1708 - 1720.
Guner, H. R., Hasanoglu, İ., & and Aktas, F. (2020). Turkish Journal of Medical Sciences. COVID-19: Prevention and control measurements in community, 571 - 576.
Guoquan Ye, L. H. (2021). The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications. Journal of Advertising, 160 - 175.
Homer, P. M., & Kahle, L. R. (1990). Source Expertise, Tome of Source Identification, and Involvement in Persuasion: An Elaborative Processing Perspective. Journal of Advertising, 30 - 39.
Huang, H., Wang, F., & Shao, L. (2018). How Propaganda Moderates the Influence of Opinion Leaders on Social Media in China. International Journal of Communication, 2600 - 2621.
Hudders, L., Jans, S. D., & Veirman, M. D. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 327 - 349.
Huddersa, L., Lou, C., & Brabandere, M. d. (2022). Understanding the impact of influencers’ responses to negative follower comments on the persuasiveness of sponsored Instagram posts. International Journal of Advertising, 179 - 204.
Jin, S., Muqaddam, A., & Ryu., E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence & Planning, 567 – 579.
Katz, E., & Lazarsfeld, P. F. (1966). Personal influence: The part played by people in the flow of mass communications (2nd ed.). New Brunswick, NJ: Transaction Publishers.
Kim, D. Y., & Hye-Young Kim. (2021). Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure. Journal of Business Research, 405 - 415.
Koslow, S., & Stewart, D. W. (2022). Message and Media: the future of advertising research and practice in a digital environment. International Journal of Advertising, 827 - 829.
Kumar, V., & Pradhan, P. (2015). Trust Management Issues in Social-Media Marketing. International Journal of Online Marketing, 47 - 64.
Lazarsfeld, P. F., & Katz, E. (1955). Personal influence: The part played by people in the flow of mass communication. Glencoe, IL: Free Press.
Lazarsfeld, P. F., Berelson, B., & Gaudet, H. (1948). The People's Choice. "two-step flow of communication" model.
Lim, X. J., Radzol, A. F., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 19 – 36.
Loes Janssen, A. P. (2022). Influencer advertising on Instagram: product influencer fit and the number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 101 - 123.
Loes, J., Alexander, P. S., & C., E. A. (2022). Influencer advertising on Instagram: product influencer fit and the number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International Journal of Advertising, 101 - 123.
Lou, C. (2021). Social media influencers and followers: Theorization of a trans-parasocial relation and explication of its implications for influencer advertising. Journal of Advertising.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 58 - 73.
Mabkhot, H., Isa, N. M., & Mabkhot, A. (2022). The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia. Sustainability, 1 - 15.
Mabkhot, H., Isa, N. M., & Mabkhot, A. (2022). The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia. Sustainability, 1 - 15.
Marianny Jessica de Brito Silva, S. A. (2019). Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 1 - 31.
Miracle, G. E. (1977). Agency Service Evolution. An Historical Analysis to Explain the Evolution of Advertising Agency Services, 25.
Mishra, A. S., Roy, S., & Bailey, A. A. (2015). Exploring brand personality–celebrity endorser personality congruence in celebrity endorsements in the Indian context. Psychology Marketing, 1158 - 1174.
Mucundorfeanu, M. (2014). The Broken Myth Of The Opinion Leader. A Sociological Survey Conducted Among UBB Students. Professional Communication and Translation Studies, 7 (1-2), 31 - 44.
Mucundorfeanu, M. (2014). The broken myth of the opinion leader. A sociological survey was conducted among UBB students. Professional Communication and Translation Studies, 7 (1-2), 31 - 44.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 39 - 52.
PAHO. (2021, December 3). Omicron and other variants of concern were identified in the Americas. Retrieved from Pan America Health Organization (PAHO) of Official Website: https://www.paho.org/en/news/3-12-2021-omicron-and-other-variants-concern-identified-americas
Paul F. Lazarsfeld, B. B. (1948). The People's Choice. "two-step flow of communication" model.
Proctor, T., & Kitchen, P. J. (2018). Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking. Journal of Strategic Marketing, 1 - 15.
Rajashekarreddy, P. (2012). Celebrity Endorsers' Impact on the Brand Building - A Case Study of Lux. International Journal of Multidisciplinary Research, 365 - 380.
Silva, M. J., Farias, S. A., Grigg, M. K., & Barbosa, M. d. (2019). Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 1 - 33.
Sokolova, K., & Kef, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services.
Suleman, D. (2022). The effects of brand ambassador and trust on purchase decisions through social media. International Journal of Data and Network Science, 433 - 438.
Troldahl, V. C. (1966). A field test of a modified "Two-Step Flow of Communication" model. 609 - 623.
Troldahl, V. C. (1966). A Field Test Of A Modified "Two-Step Flow Of Communication" Model. 609 - 623.
Um, N. (2022). Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement. Sustainability, 1 - 9.
Um, N. (2022). Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement. Sustainability, 1 - 9.
Uzunoglu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 592 – 602.
van der Merwe, R., & van Heerden, G. (2009). Finding and utilizing opinion leaders: Social networks and the power of relationships. South African Journal of Business Management, 65 - 76.
Vel, P., Suhail, L., Satyanarayan, R., & Easo, S. (2011). Conception, Nurturing, Leveraging and Sustenance of a Successful Brand. Procedia - Social and Behavioral Sciences, 1 - 15.
Walter, S., & Brüggemann, M. (2018). Opportunity makes opinion leaders: Analyzing the role of first-hand information for opinion leadership in social media networks. Information, Communication & Society, 1 - 21.
Weimann, G. (2016). Opinion leadership. In G. Mazzoleni, K. G. Barnhurst, K. Ikeda, R. Maia, & H. Wessler (Eds.). The international encyclopedia of political communication, 908 - 917.
Wellman, M. L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content. Journal of Media Ethics, 68 - 82.
Wellman, M. L., Stoldt, R., Tully, M., & Ekdale, B. (2020). Ethics of Authenticity: Social Media Influencers and the Production of Sponsored Content. Journal of Media Ethics, 68 - 82.
Xiao, M., Wang, R., & Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 1 - 27.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright (c) 2024 Asia Pacific Journal of Business, Humanities and Education