Impact of social media influencers on consumers' well-being and purchase intention: a TikTok perspective

• Raja Ahmed Jamil ^[1] ; Urba Qayyum ^[1] ; Syed Ramiz ul Hassan ^[1] ; Tariq Iqbal Khan ^[1]
  1. [1] University of Haripur

     University of Haripur

     Pakistán

     
• Localización: European journal of management and business economics, ISSN-e 2444-8494, ISSN 2444-8451, Vol. 33, Nº. 3, 2024, págs. 366-385
• Idioma: inglés
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• Resumen

  • Purpose– Extending the elaboration likelihood model (ELM), this study investigates the impact of social media influencers (SMI) on consumer well-being (CW) as well as the influence of CW on purchase intention. Design/methodology/approach– A between-subjects experiment (macro- vs mega-influencer) was conducted to assess the proposed hypotheses. A total of 190 consumers participated in the experiment, and SmartPLS 3.3 was used for multigroup analyses. Findings– Overall, argument quality (AQ), source’s credibility (SC) and influencer’s kindness positively predict CW,andCWpredictspurchaseintention.ItwasalsofoundthatSCismoreimportantwheninformation comes from a mega-influencer, whilst kindness is essential for a macro-influencer. Practical implications– The results of this study imply that CW should be an essential component of influencer marketingstrategy.Marketingmanagersshouldhirecredibleandkindinfluencerswhocanproduce quality arguments. Additionally, the selection of SMI (macro- vs mega-influencer) should be aligned with the marketing objective and type of persuasion required. Originality/value– This is one of the early attempts to extend ELM by introducing influencer kindness as a peripheral cue. Moreover, the study offers novelty by examining the effects of influencer characteristics (AQ, SC and kindness) on CW and comparing these effects across macro- and mega-influencers.