This study aims to examine the impact of social media influencers' (SMIs) characteristics (e.g. posts, communicability, credibility and word-of-mouth) on human brands (e.g. image and trust) and, subsequently, on consumers’ purchase intentions (PI) towards Michelin Guide restaurants. It also explores the moderating role of nationality in these relationships.
Purposive sampling was employed to select a sample of consumers in Malaysia and Thailand who follow SMIs promoting Michelin Guide restaurants. Quantitative survey data were gathered from 384 eligible respondents and analysed using structural equation modelling.
The results demonstrate that SMIs’ characteristics strengthen their human brands, enhancing consumers’ PI toward Michelin Guide restaurants. Nationality was found to moderate the relationships between SMIs’ characteristics and consumer perceptions.
This study contributes to the limited literature on SMIs’ human branding. By identifying the SMIs’ characteristics that influence consumers’ human brand perceptions and PI, it extends the S-O-R framework and provides insights for restaurateurs and SMIs looking to navigate the complex dynamics of digital marketing. It also establishes the importance of accounting for consumers’ cultural nuances in SMI marketing, even between neighbouring countries.
