Exploring the nexus between influencers and brand evangelism

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-08-13 DOI:10.1108/apjml-06-2023-0581
Purvendu Sharma, Kapil Khandeparkar
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Abstract

Purpose

This study investigates the antecedents that nudge followers of social media (SM) influencers into brand evangelism (BE). In doing so, we study how influencer-related attributes such as their homophily, trust, and popularity impact their followers’ BE. Additional interlinkages pertaining to popularity, content, warmth, and prestige are examined, impacting BE.

Design/methodology/approach

A cross-sectional survey obtained information about the focal constructs from 206 participants. Quantitative procedures using partial least square-based structural equation modeling were implemented to analyze the collected data and the proposed relationships.

Findings

The findings indicate homophily’s role in influencing trust, content, and prestige. BE is developed through warmth and content, whereas trust and prestige inspire warmth. Further, an influencer’s popularity impacts homophily and content. Lastly, the mediating role of warmth, homophile, trust, exciting content, and prestige advances the understanding of influencers and BE.

Research limitations/implications

We converge literature from branding, influencer marketing, and social psychology to understand consumers' facets of promoting BE on SM. This work is a primary attempt to interlink and tie these crucial research streams together.

Practical implications

The study offers managers helpful guidance on strategically assessing influencers' traits to build BE. Additionally, recommendations for tactically assessing and engaging influencers for brands are offered.

Originality/value

This is the first study to identify influencer-related parameters contributing to BE. Secondly, we study unique drivers such as homophily, trust, and warmth, which are important yet remain unexplored as far as BE in influencer marketing is concerned. Furthermore, this study also highlights the mediating role of key constructs that possess a potential to strengthen consumer brand relationships.

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探索影响者与品牌传播之间的关系
目的 本研究探讨了促使社交媒体(SM)影响者的追随者进行品牌布道(BE)的前因。在此过程中,我们研究了影响者的同质性、信任度和受欢迎程度等相关属性如何影响其追随者的品牌传播。此外,我们还研究了与人气、内容、温暖度和声望有关的其他相互联系对品牌传播的影响。设计/方法/途径一项横截面调查从 206 名参与者那里获得了有关焦点构建的信息。采用基于偏最小二乘法的结构方程模型的定量程序,对收集到的数据和提出的关系进行分析。信任是通过温暖和内容形成的,而信任和威望则激发温暖。此外,影响者的受欢迎程度也会影响同亲程度和内容。最后,温暖、同好、信任、精彩内容和声望的中介作用加深了人们对影响者和BE的理解。研究局限/意义我们汇集了品牌、影响者营销和社会心理学方面的文献,以了解消费者在SM上推广BE的方方面面。本研究为管理者提供了有益的指导,帮助他们从战略角度评估影响者的特质,从而建立必发888官网登入形象。原创性/价值这是第一项确定影响者相关参数以促进BE的研究。其次,我们研究了独特的驱动因素,如同质性、信任和温暖,这些因素非常重要,但在影响者营销的BE方面仍未被探索。此外,本研究还强调了具有加强消费者品牌关系潜力的关键结构的中介作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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