Content Attributes and Moderating Effect of Social Media Influencer on Purchase Intention and Firm Performance: A Future Research Agenda

Abstract

In this era, most people use social media to communicate and engage with friends. Businesses is one of the sectors that received a positive feedback from the use of social media. This phenomenon opens an opportunity to the entrepreneur to promote their brand on-line by become a content creator. However, at the same time, there are individuals who have managed to gather followers on social media and became social media influencers. This issue could become a dilemma to the entrepreneur whether either to become a self-influential entrepreneur or create content on social media to promote the company and drive growth or they collaborate with this social media influencer for more possibilities. The aim of this study is to investigate the content attributes created by the entrepreneur and the moderating role of social media influencers in engaging a potential customer and lead to revenue generation from parasocial relationship with their fans. Finally, for the conclusion we offer a conceptual framework and suggestion for future research.