Continued engagement intention with social media influencers: the role of experience

Abstract

Purpose

The emergence of social media platforms has revolutionized how brands develop partnerships with social media influencers (SMIs). However, users are seeking more meaningful engagement with SMIs, and little is known about how brands can shift their focus from transient engagements to continued engagement that builds long-term brand–consumer relationships. Extant research has provided inconsistent findings regarding consumer engagement behavior. To address this knowledge deficit, we contribute to the consumer engagement literature by developing and testing a conceptual model that explores and explains the relationships between the factors that influence continued engagement intention (CEI), a form of behavioral intention.

Design/methodology/approach

A literature review was conducted to identify gaps and develop a theoretically informed conceptual model and hypotheses. Survey data from 604 Instagram SMI followers were analyzed using partial least squares structural equation modeling using SmartPLS 3.3.3 to assess the structural model relationships and conduct post hoc analysis.

Findings

The findings suggest that it is important to positively influence consumer responses to elicit CEI. Furthermore, homophily attitudes toward SMIs moderate the relationship between SMI experience and CEI.

Practical implications

Brands must work with SMIs to create positive SMI experiences and develop CEI. Furthermore, SMIs should focus on brands that fit their lifestyles to enhance homophily attitudes and forge CEI.

Originality/value

This study contributes to the literature by combining social exchange and flow theories to develop and test a holistic framework for examining CEIs regarding SMIs and brands. The findings show that creating positive SMI experiences benefits brands seeking CEI.