Which decision-making stages matter more? Influencer’s perceived credibility, sponsorship and moderating role of trust

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2023-07-04 DOI:10.1108/yc-08-2022-1590
B. Crnjak‐karanovic, Ivana Kursan Milaković, Jelena Elez
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Abstract

Purpose By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships. Design/methodology/approach This study focuses on 111 young Croatian consumers of cosmetic products. The authors analysed data with confirmatory factor and regression analyses. Findings This study reveals positive relationships between micro-influencers’ perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility. Furthermore, results indicate that the trust level is an essential moderator for the relationships between perceived credibility and sponsorship and information search and buying stages. Research limitations/implications Limitations include the convenience sampling method and data collection at one point while also focusing on consumers from one country. Practical implications This study provides practical implications for companies outlining the marketing activities that should be considered in all stages of the decision-making process while recognising the attractiveness of micro-influencers for the buying experience. Originality/value This study fills gaps in the literature on micro-influencers credibility in general and particularly in the cosmetics industry. In addition, the study fills the gaps in the literature considering the impact of perceived micro-influencer credibility on all five decision-making process stages.
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哪个决策阶段更重要?网红感知可信度、赞助性及信任的调节作用
目的通过承认微观影响者和决策过程各阶段的重要性,探讨受赞助缺位影响的感知影响者可信度对问题识别、信息搜索、替代评价、购买和购买后的影响。此外,作者还研究了信任水平对研究关系的调节作用。设计/方法/方法本研究的重点是111名克罗地亚化妆品年轻消费者。作者采用验证性因子分析和回归分析对数据进行分析。本研究揭示了微影响者感知可信度与决策各阶段之间的正相关关系。研究结果还显示,缺乏赞助对感知可信度有正向影响。此外,研究结果表明,信任水平是感知可信度与赞助、信息搜索和购买阶段之间关系的重要调节因子。研究局限性/启示局限性包括方便的抽样方法和数据收集在一个点上,同时也集中在一个国家的消费者。实际意义本研究为企业概述了在决策过程的各个阶段应考虑的营销活动提供了实际意义,同时认识到微观影响者对购买体验的吸引力。原创性/价值本研究填补了关于微影响者可信度的文献空白,特别是在化妆品行业。此外,该研究填补了考虑感知微影响者可信度对所有五个决策过程阶段影响的文献空白。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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