Óscar Soria Martínez
Raquel Sánchez-Fernández
David Jiménez Castillo
Martina G. Gallarza
Abstract:
Due to the growing industry surrounding influencer marketing, an increasing number of studies are analyzing the characteristics of social media influencers and their persuasive power as criteria for selecting them in brand campaigns. Recent studies show an increasing interest in examining how followers perceive the content generated by influencers to assess its role as a source of value. Using the dual intra/inter-variable approach to perceived value, this study demonstrates that the content posted by influencers contributes to generating engagement with influencers through the creation of different types of value, specifically informative value, message credibility, and entertainment value. Interestingly, aesthetic value does not significantly impact engagement. The findings also reveal that engagement predicts loyalty toward the influencer, electronic word-of-mouth intention, and purchase intention for recommended brands. These results suggest that companies should prioritize collaborating with influencers who consistently create content that resonates with their audiences by providing specific types of value
Tenth International Scientific-Business Conference LIMEN Leadership, Innovation, Management and Economics: Integrated Politics of Research - LIMEN 2024 - International Scientific-Business Conference – LIMEN 2024: Vol 10. Selected Papers , December 5, 2024
Conference Proceedings published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia
ISBN: 9788680194936 , ISSN: 26836149 , DOI: 10.31410/LIMEN.S.P.2024
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
