The purpose of this paper is to assess the influence mechanism of the word-of-mouth reputation of influencers.
This study explored word-of-mouth reputation from four characteristics of information source of influencers: credibility, professionalism, interactivity and attractiveness. The grounded theory was used to extract the characteristic indicators of influencers and used questionnaire surveys to obtain 218 valid samples. The fuzzy-set qualitative comparative analysis (fsQCA) was used for the configuration analysis.
The results revealed the following: (1) a causal asymmetric correlation exists between the driving mechanism of high word-of-mouth reputation and non-high word-of-mouth reputation; (2) influencers matching high word-of-mouth reputation comprises potential, developmental and almighty types, whereas live streaming influencer matching non-high word-of-mouth reputation comprises elementary and groping types; and (3) all factors must be combined to play a role, and neutral permutations of two solutions were found among the three overall solutions to attain high word-of-mouth reputation; (4) the combination of high user activity and high exposure is the core configuration that results in high word-of-mouth reputation.
This study provides recommendation for consumers, live streamers, brand and e-commerce platform on how to promote the sustainable and healthy development of influencer marketing.
This study focused on elucidating how the characteristics of information source affect the word-of-mouth reputation of influencers and have a reference value for the research on word-of-mouth reputation in the context of live commerce.
