Effect of Social Media Influencer’s Creditability on Brand Awareness, Brand Image and Consumer’s Purchase Intention with Reference to Electronic Gadgets

The content refers to a study titled "Effect of Social Media Influencers's Credibility on Brand Awareness, Brand Image and Consumer's Purchase Intention with Reference to Electronic Gadgets," authored by Ms. Jyakshi Sharma, Prof. Bhawna Agarwal, and Dr. N. Malati. The study investigates the effectiveness of social media influencers' credibility dimensions (Expertise, Trustworthiness, and Attractiveness) on brand awareness, brand image, and consumer purchase intention, focusing on platforms like Instagram, YouTube, and Facebook. It uses a standardized online questionnaire and analyzes data to fill the gap by exploring whether these dimensions are relevant for online influencer campaigns. The findings suggest that expertise and trustworthiness have significant direct effects on brand awareness and indirect effects on purchase intention, while attractiveness has a minimal impact. The study highlights the importance of influencers on Instagram, YouTube, and Facebook, offering insights into marketing practices. Key words include Social media Influencer, Brand awareness, Brand Image, Purchase intention, and Source Credibility.

Keywords

Social media Influencer Brand awareness Brand Image Purchase intention Source Credibility

References

i. Aaker, D.A. (1991) Managing Brand Equity. The Free Press, New York 347-356.
ii. Abu Bakar, H., & Mohamad, B. (2023). Advertising disclosure and its impact on influencer credibility and purchase intention. International Journal of Marketing Research. Retrieved from Emerald Insight.
iii. Agrawal, A. J. (2016). Why influencer marketing will explode in 2017. Available at: www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/
iv. Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888.
v. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
vi. Ateke, B. W. (2013). Marketing message effectiveness: The relevance of celebrity endorsement. The University Advanced Research Journal, 11, 14-22.
vii. Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.
viii. Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.
ix. Baker, W.H., Hutchinson, J.W., Moore, D. and Nedungadi, P. (1986). Brand familiarity and advertising: effects on the evoked set and brand preference. Advances in Consumer Research, Vol. 13 No. 1, pp. 637-642.
x. Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
xi. Blanco, C. F., Blasco, M. G., & Azorín, I. I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages. Communications of the IBIMA, 2010(2010), 1-11.
xii. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review.
xiii. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519.
xiv. Chakraborty, U., & Bhat, S. (2018). The effects of credible online reviews on brand equity dimensions and its consequence on consumer behavior. Journal of Promotion Management, 24(1), 57-82.
xv. Chakravarti, A., & Janiszewski, C. (2003). The influence of macro-level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30(2), 244-258.
xvi. Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.
xvii. Cochran, W. G. (1977). Sampling techniques. Johan Wiley & Sons Inc.
xviii. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
xix. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
xx. Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.
xxi. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2).
xxii. Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, pp.39-50.
xxiii. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
xxiv. Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2), 104.
xxv. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
xxvi. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
xxvii. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.
xxviii. Guan, C., & Li, E. Y. (2021). A note on influencer marketing in social media. International Journal Internet Marketing and Advertising, 15(2), 124-128.
xxix. Hair, J.F., Sarstedt, M., Ringle, C.M. and Mena, J.A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), pp.414-433.
xxx. Hair, N., Clark, M., & Shapiro, M. (2010). Toward a classification system of relational activity in consumer electronic communities: the moderators’ tale. Journal of Relationship Marketing, 9(1), 54-65.
xxxi. Hermanda, A., Sumarwan, U., & Tinaprilla, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences.
xxxii. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.
xxxiii. Hovland, C.I., Janis, I.L. and Kelley, H.H. (1982). Communication and Persuasion: Psychological Studies of Opinion Change. Greenwood Press, Westport, CT.

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Ms. Jyakshi Sharma, Prof. Bhwana Agarwal, Dr. N. Malati . (2023). Effect of Social Media Influencer’s Creditability on Brand Awareness, Brand Image and Consumer’s Purchase Intention with Reference to Electronic Gadgets. DIAS Technology Review, 20(1), 20-33.

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[1] i. Aaker, D.A. (1991) Managing Brand Equity. The Free Press, New York 347-356.

[2] ii. Abu Bakar, H., & Mohamad, B. (2023). Advertising disclosure and its impact on influencer credibility and purchase intention. International Journal of Marketing Research. Retrieved from Emerald Insight.

[3] iii. Agrawal, A. J. (2016). Why influencer marketing will explode in 2017. Available at: www.forbes.com/sites/ajagrawal/2016/12/27/why-influencer-marketing-will-explode-in-2017/

[4] iv. Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888.

[5] v. Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.

[6] vi. Ateke, B. W. (2013). Marketing message effectiveness: The relevance of celebrity endorsement. The University Advanced Research Journal, 11, 14-22.

[7] vii. Ayeh, J. K. (2015). Travellers’ acceptance of consumer-generated media: An integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.

[8] viii. Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52(4), 437-452.

[9] ix. Baker, W.H., Hutchinson, J.W., Moore, D. and Nedungadi, P. (1986). Brand familiarity and advertising: effects on the evoked set and brand preference. Advances in Consumer Research, Vol. 13 No. 1, pp. 637-642.

[10] x. Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744

[11] xi. Blanco, C. F., Blasco, M. G., & Azorín, I. I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages. Communications of the IBIMA, 2010(2010), 1-11.

[12] xii. Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review.

[13] xiii. Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510-519.

[14] xiv. Chakraborty, U., & Bhat, S. (2018). The effects of credible online reviews on brand equity dimensions and its consequence on consumer behavior. Journal of Promotion Management, 24(1), 57-82.

[15] xv. Chakravarti, A., & Janiszewski, C. (2003). The influence of macro-level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30(2), 244-258.

[16] xvi. Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). #Sponsored #Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274.

[17] xvii. Cochran, W. G. (1977). Sampling techniques. Johan Wiley & Sons Inc.

[18] xviii. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.

[19] xix. Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.

[20] xx. Febriyantoro, M. T. (2020). Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation. Cogent Business & Management, 7(1), 1787733.

[21] xxi. Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2).

[22] xxii. Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, pp.39-50.

[23] xxiii. Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.

[24] xxiv. Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2), 104.

[25] xxv. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.

[26] xxvi. Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.

[27] xxvii. Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers’ evaluations and purchase intentions. Journal of Retailing, 74(3), 331-352.

[28] xxviii. Guan, C., & Li, E. Y. (2021). A note on influencer marketing in social media. International Journal Internet Marketing and Advertising, 15(2), 124-128.

[29] xxix. Hair, J.F., Sarstedt, M., Ringle, C.M. and Mena, J.A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), pp.414-433.

[30] xxx. Hair, N., Clark, M., & Shapiro, M. (2010). Toward a classification system of relational activity in consumer electronic communities: the moderators’ tale. Journal of Relationship Marketing, 9(1), 54-65.

[31] xxxi. Hermanda, A., Sumarwan, U., & Tinaprilla, N. (2019). The effect of social media influencer on brand image, self-concept, and purchase intention. Journal of Consumer Sciences.

[32] xxxii. Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650.

[33] xxxiii. Hovland, C.I., Janis, I.L. and Kelley, H.H. (1982). Communication and Persuasion: Psychological Studies of Opinion Change. Greenwood Press, Westport, CT.