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Research on the impact of influencers on audiences' intention to follow

Published: 15 December 2023 Publication History

Abstract

Influencer marketing has received attention recently from academics and business practitioners. However, very few studies have specifically addressed the issue of enlarging an influencer's audience. The quantity of followers an influencer has an impact on the effectiveness of influencer marketing. This article, which focuses on Chinese fashion influencers, investigates what draws audiences to influencers in an attempt to solve the problem. This study identified expertise and image consistency as two key characteristics of influencers through in-depth interviews. Then, the stimulus-organism-response (SOR) model is employed to examine how audiences are impacted by influencers' characteristics. After analyzing 276 questionnaires, we find that the two highlighted characteristics are positively related to audiences' willingness to follow. Additionally, we discover that emotion and perceived value act as mediators in this relationship.

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ICEME '23: Proceedings of the 2023 14th International Conference on E-business, Management and Economics
July 2023
507 pages
ISBN:9798400708022
DOI:10.1145/3616712
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].

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Published: 15 December 2023

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