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Influencer marketing: brand control, commercial orientation and post credibility
Citation
Martinez-Lopez, FJ and Anaya-Sanchez, D and Esteban-Millat, I and Torrez-Meruvia, H and D'Alessandro, S and Miles, M, Influencer marketing: brand control, commercial orientation and post credibility, Journal of Marketing Management pp. 1-27. ISSN 0267-257X (2020) [Refereed Article]
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Copyright Statement
2020 Westburn Publishers Ltd.
DOI: doi:10.1080/0267257X.2020.1806906
Abstract
Leveraging social media influencers allows companies to provide information on their products in a more social and interactive way. Yet, scholarly research on the implications of the effect of influencers on consumer trust, their interest and the purchase decision process is still in its infancy. This study proposes a theoretical model to explain how perceived brand control over an influencer’s post and the perceived commercial orientation of such a post affects consumer trust in influencers. Results show that trust of the influencer is reduced more by the post’s perceived commercial orientation than perceived brand control of the influencer’s post. Although perceived brand control also reduces the willingness to search for more information. The results also show that trust of the influencer is salient in predicting post credibility, which in turn predicts interest and willingness to search for more information.
Item Details
Item Type: | Refereed Article |
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Keywords: | influencer marketing, perceived brand control, influencer, perceived commercial orientation, trust, post credibility |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing communications |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | D'Alessandro, S (Professor Steven D'Alessandro) |
ID Code: | 141143 |
Year Published: | 2020 |
Web of Science® Times Cited: | 6 |
Deposited By: | Marketing |
Deposited On: | 2020-09-28 |
Last Modified: | 2021-04-26 |
Downloads: | 67 View Download Statistics |
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