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The "Influential Relationship": Unde...

Karimkhanashtiyani, Farzaneh,

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The "Influential Relationship": Understanding Source Factors Among Social Media Fashion Influencers and Impacts on Consumers' Attitudes and Behavioral Intentions /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The "Influential Relationship": Understanding Source Factors Among Social Media Fashion Influencers and Impacts on Consumers' Attitudes and Behavioral Intentions // Farzaneh Karimkhanashtiyani.
作者:	Karimkhanashtiyani, Farzaneh,
面頁冊數:	1 electronic resource (209 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-02, Section: A.
Contained By:	Dissertations Abstracts International85-02A.
標題:	Communication. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29164481
ISBN:	9798380117579

The "Influential Relationship": Understanding Source Factors Among Social Media Fashion Influencers and Impacts on Consumers' Attitudes and Behavioral Intentions /
Karimkhanashtiyani, Farzaneh,

The "Influential Relationship": Understanding Source Factors Among Social Media Fashion Influencers and Impacts on Consumers' Attitudes and Behavioral Intentions /Farzaneh Karimkhanashtiyani. - 1 electronic resource (209 pages)

Source: Dissertations Abstracts International, Volume: 85-02, Section: A.

The growth of social media has created a new type of celebrity, referred to as social media influencers (SMI) (Appel, Grewal, Hadi, Stephen, 2020), and a new endorsement technique known as influencer marketing (Brown, Hayes, 2008). Influencer marketing is particularly dominant in the beauty and fashion industries (Driver, 2018).Despite the growth in the influencer marketing industry, the amount of academic research on social media influencers is insufficient (Taillon, Mueller, Kowalczyk, Jones, 2020). In addition, there are inconsistencies across the literature about the source factors' outcomes. Finally, a significant majority of the research in the area of SMI, examined the effectiveness of SMIs in a broad context and not in a specific product category.The main objective of this dissertation is to investigate the influence of source factors among social media fashion influencers (SMFIs), including perceived trustworthiness, expertise, physical attractiveness, perceived similarity, likability, and identification, on consumers' attitudes toward SMFIs and consumers' attitudes toward the product endorsed by SMFIs. Next, the impacts of consumers' attitudes toward SMFIs, and attitudes toward the endorsed product, on consumers' purchase intentions are explored. Additionally, the correlation between consumers' attitudes toward SMFIs and their attitudes toward the product endorsed by SMFIs, and the correlation between consumers' fashion involvement and their purchase intention are examined.The results show that perceived trustworthiness, physical attractiveness, and likability have a significant and positive influence on consumers' attitudes toward SMFIs. Additionally, perceived expertise, likability and similarity have a significant and positive influence on consumers' attitudes toward the product endorsed by SMFIs. Also, it was found that consumers' attitudes toward the product, perceived similarity, and identification have a significant and positive influence on consumers' purchase intention. A significant and positive correlation between consumers' attitudes toward SMFIs and consumers' attitudes toward the endorsed product was found. Finally, the results show a significant and positive correlation between consumers' involvement with fashion products and their purchase intentions.

English

ISBN: 9798380117579Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Influencer marketing

The "Influential Relationship": Understanding Source Factors Among Social Media Fashion Influencers and Impacts on Consumers' Attitudes and Behavioral Intentions /
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650 4 $a Mass communications. $3 3422380
650 4 $a Fashion. $3 549143
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653 $a Purchase intention
653 $a Social media
653 $a Fashion influencer
653 $a Influential relationship
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