The Impact of the Social Media Influencer Power on Consumer Attitudes toward the Brand: The Mediating/Moderating Role of Social Media Influencer Source Credibility

This paper presents a conceptual model of the impact of social media influencer power on consumer attitudes toward a brand. The research uses naïve theories of social influence, consumer socialization theory and market signaling theory to support the contention that social media influencer power will impact consumer brand attitudes. However, the impact of the social media influencer power on consumer brand attitudes is posited to be mediated and/or moderated by the social media influencer source credibility. In turn, the social media influencer source credibility is modeled as being positively related to the social media influencer’s expertise/competence with respect to the product, the social media influencer’s goodwill toward the consumer, and the social media influencer’s trustworthiness

Social Media Influencer Perceived Source Credibility Scale Validation and Consumer Attitudes Toward the Brand: An Exploratory Study in Urban India

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural equation modeling (PLS-SEM) suggests that SMI perceived source credibility is positively related to followers’ brand attitudes in India. These findings complement Hofstede Insights on cultural theory and suggest that culture plays an important role in determining the mechanics of influencer marketing

Collaborative Consumption Usage in the US and India: An Exploratory Study

While collaborative consumption and access-based businesses are thriving in the marketplace, researchers are yet in the process of attaining a comprehensive understanding of consumers’ collaborative consumption determinants and deterrents. This research, which focuses on collaborative consumption users vs. non-users in the US and Indian markets, aims to understand the predictive factors of collaborative consumption usage across these two economies and cultures. Discriminant analysis identifies respondents’ Perceived Sustainability as the strongest predictor of usage followed by Trust, Generosity, Risk-seeking, Materialism, Power Distance, Long-term orientation and Collectivism. Theoretical and managerial implications are discussed