To what extent are credibility and attractiveness of social media influencer important in developing positive brand image and customer attitude?

Document Type

Article

Source of Publication

Mixed Methods Perspectives on Communication and Social Media Research

Publication Date

7-29-2022

Abstract

As social media continue to serve as the dominant hub of information and commerce globally, social media influencer marketing has also become one of the most prominent techniques of brand advertisement and promotion. According to Freberg et al., social media influencer represents a viable earned media vehicle where popular celebrities can offer homage and endorsement of a brand for the purpose of influencing their follower’s purchase decision or to create awareness for the endorsed brand. According to media marketing Kix, 80% of online marketers reported that social media celebrities are potential supporters of elevating online businesses to a higher level. Consumer’s attitude refers to favourable behaviours that are aroused by the appeals of influencer marketing contents.

ISBN

9781000618501,9781032209111

Publisher

Routledge

First Page

180

Last Page

201

Disciplines

Communication

Scopus ID

85136363952

Indexed in Scopus

yes

Open Access

no

Link to Full Text

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