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Thesis (Master's)

Reykjavík University > Samfélagssvið / School of Social Sciences > MSc Viðskiptadeild (og Klínísk sálfræði -2019) / Department of Business Administration >

Please use this identifier to cite or link to this item: http://hdl.handle.net/1946/40572

Title: 
  • Influencer endorsement efficacy : effect of source characteristics on consumer behavior variables
Degree: 
  • Master's
Abstract: 
  • Social media influencer marketing is on the rise, and many marketers now plan to start using social media influencers (SMIs). The challenge is that everyone on social media is effectively an influencer. This research adds to the literature on evaluating influencers, as some have better value to brands than others. This research addresses this challenge by identifying source characteristics that affect consumer behavior variables: attitude toward the influence, attitude toward the brand, and purchase intention. This research used a sequential mixed-methods study, starting with a qualitative pilot study consisting of six semi-structured interviews with industry experts. Next, the findings were combined with relevant influencer marketing literature to propose five dimensions of source characteristics: credibility, authenticity, trust, expertise, and congruence. Multiple linear regression analysis was used to test all eight hypotheses. By surveying a sample of 170 respondents, this research illustrates that attitudes toward influencers significantly correlate with attitudes toward the brand and consumer purchase intention. Each of the five dimensions had varying effects on the consumer behavior variables. Credibility, authenticity, and congruence emerged as the prominent dimensions significantly effecting consumer behavior variables. This research adds to the influencer marketing literature on source characteristics extending theoretical work on congruence, expertise, authenticity, credibility, and trust. It provides practical implications for marketers and social media influencers.

Accepted: 
  • Mar 22, 2022
URI: 
  • http://hdl.handle.net/1946/40572


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