The Effect of Social Media Influencers on Purchase Intention: The Mediating Role of Brand Image and Moderating Role of Influencer-Brand, Brand-Consumer and Influencer-Consumer Congruence

Abstract

In today's saturated promotional environment, the constant influx of marketing materials has led to what is commonly known as "too much banner" a phenomenon where individuals habitually ignore most advertisements (Kuzmenko, 2020). To combat this advertising overload, marketers have embraced various strategies, one of which involves leveraging celebrity endorsements in their campaigns. A celebrity endorser is typically recognized by the general public or the specific target audience of a brand (Avery & Rosen, 2005; Thomson, 2006), include not just traditional celebrities but also social media influencers in contemporary times. Numerous researchers have endeavoured to establish effective models for selecting suitable celebrity endorsers, with the widely recognized Source Credibility Model being a prominent example (Hovland et al., 1953; Ohanian, 1991). Furthermore, a key concept in endorser literature is that of congruence, which suggests that individuals favour elements that do not contradict each other cognitively. Within the scope of endorser literature, it has been identified that there exists a congruence not only between the brand and the endorser but also between the endorser and the consumers. However, this concept remains relatively underexplored within the context of social networks. The purposes of my study lie in developing a model that identifies the main characteristics of an social media influencer that lead users to purchase intention (based on Source Credibility Model); testing the model and influence purchase intention through brand image and consumer attitude towards the brand in the context of social media; testing the moderation effect of influencer-brand congruence, brand-individual congruence and influencer-individual congruence between attitudes towards the brand and purchase intention The entirety of the analytical procedures was meticulously executed utilizing the latest versions of SPSS 27.0 and AMOS 26. The empirical findings robustly substantiate the majority of the primary hypotheses posited in the study. Notably, the results evince a discernible positive correlation between the credibility and attractiveness of social media influencers. Furthermore, a constructive association between the credibility of social media influencers and brand image, as well as between attractiveness and brand image, is empirically supported. Additionally, the investigation delved into the affirmative relationship between the credibility of social media influencers and consumer attitudes toward the brand. However, it is noteworthy that the study did not yield statistically significant evidence of a positive effect between attractiveness and consumer attitudes toward the brand. Moreover, despite rigorous scrutiny, the study was unable to ascertain any discernible moderator effect pertaining to influencer-brand congruence, brand-individual congruence, and influencer- individual congruence. These findings, meticulously detailed and rigorously analysed, contribute significantly to the existing body of knowledge in the domain of influencer marketing and offer valuable insights for both academia and industry practitioners. The full list of results is discussed in the following chapters, where each result is thoroughly analysed and put into context. The practical implications of these results are then summarized, providing a clear and actionable guide for influencer marketing managers. This practical guide equips influencer marketing managers with the knowledge and understanding needed to make informed decisions and optimize their campaigns.