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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
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:1
Deposited By:Marketing
Deposited On:2020-09-28
Last Modified:2021-04-26
Downloads:51 View Download Statistics

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