Date of Award
Spring 2023
Document Type
Open Access Dissertation
Department
School of Journalism and Mass Communications
First Advisor
Taylor Wen
Abstract
This dissertation investigates the impacts of the relationship between social media influencers and followers on consumers trusting influencers, being inspired by them, and perceiving mutual benefits in this relationship, which could increase how consumers value and respond to influencers' endorsement. Using an online panel (N = 559), the survey results indicate a stronger relationship between an influencer and a follower increases the likelihood that the follower will view the influencer as trustworthy, draw inspiration from the influencer, and perceive that they share reciprocal benefits in this relationship. The trustworthiness and inspirational value of an influencer, as well as their followers’ view of the mutual benefits of their relationship with an influencer, can significantly impact the value and response to an endorsement. The serial mediating role of trust/inspiration/mutual benefits and endorsement values uncovers the underlying mechanisms in forming consumers’ intention to engage in eWOM and purchase the product. Theoretical and practical implications are discussed.
Rights
© 2023, Khalid Obaid Alharbi
Recommended Citation
Alharbi, K. O.(2023). The Impact of Follower-Influencer Relationship Stages on Consumers’ Perceptions and Behavioral Intentions in the Context of Influencer Marketing. (Doctoral dissertation). Retrieved from https://scholarcommons.sc.edu/etd/7142