Table 1 Overview of source credibility... | Emerald Publishing

Table 1

Overview of source credibility research regarding influencers

Study	Stimuli	N	Exogenous variable	Endogenous variable	Typology of trust
Munnukka et al. (2016)	3 ads	364	Attractivity Expertise Trust Similarity	Ad attitude Brand attitude	No
Xiao et al. (2018)	–	497	Sympathy Expertise Trust Similarity Interactivity Quality of arguments	Brand attitude video attitude	No
Breves et al. (2019)	1 influencer × 1 brand	687 197	Attractivity Expertise Trust Congruence	Brand attitude Behavioral intention	No
Lou and Yuan (2019)	–	538	Attractivity Expertise Trust Similarity Information Entertainment	Trust (post) Brand awareness Purchase intention	No
Reinikainen et al. (2020)	1 influencer × 1 brand	302	Parasocial relation	Credibility (influencer) Brand trust Purchase intention	No
Schouten et al. (2020)	4 influencer × 2 products	131 446	Expertise Trust Similarity Projection Congruence	Ad attitude Product attitude Purchase intention	No
Weismueller et al. (2020)	10 influencers	306	Attractivity Expertise Trust	Purchase intention	No
Yuan and Lou (2020)	–		Expertise Attractivity Trust Similarity Fairness	Parasocial relationship Product interest	No
Wiedmann and von Mettenheim (2021)	1 brand; 2 × 2 × 2 per exogenous variable	288	Attractivity Expertise Trust	Purchase intention Price premium	No
Masuda et al. (2022)		313	Homophily Attractivity Expertise Trust Parasocial rel	Purchase intention	No
Dhun and Dangi (2023)	1 influencer	383	Attractivity Expertise Trust Similarity Congruence	Brand attitude eWOM	No
Present study	2 influencers × 2 products	414	Attractivity Expertise Typology of trust	Attitude influencer	Yes

Study	Stimuli	N	Exogenous variable	Endogenous variable	Typology of trust
Munnukka et al. (2016)	3 ads	364	AttractivityExpertiseTrustSimilarity	Ad attitudeBrand attitude	No
Xiao et al. (2018)	–	497	SympathyExpertiseTrustSimilarityInteractivityQuality of arguments	Brand attitude video attitude	No
Breves et al. (2019)	1 influencer × 1 brand	687197	AttractivityExpertiseTrustCongruence	Brand attitudeBehavioral intention	No
Lou and Yuan (2019)	–	538	AttractivityExpertiseTrustSimilarityInformationEntertainment	Trust (post)Brand awarenessPurchase intention	No
Reinikainen et al. (2020)	1 influencer × 1 brand	302	Parasocial relation	Credibility (influencer)Brand trustPurchase intention	No
Schouten et al. (2020)	4 influencer × 2 products	131446	ExpertiseTrustSimilarityProjectionCongruence	Ad attitudeProduct attitudePurchase intention	No
Weismueller et al. (2020)	10 influencers	306	AttractivityExpertiseTrust	Purchase intention	No
Yuan and Lou (2020)	–		ExpertiseAttractivityTrustSimilarityFairness	Parasocial relationshipProduct interest	No
Wiedmann and von Mettenheim (2021)	1 brand; 2 × 2 × 2 per exogenous variable	288	AttractivityExpertiseTrust	Purchase intentionPrice premium	No
Masuda et al. (2022)		313	HomophilyAttractivityExpertiseTrustParasocial rel	Purchase intention	No
Dhun and Dangi (2023)	1 influencer	383	AttractivityExpertiseTrustSimilarityCongruence	Brand attitudeeWOM	No
Present study	2 influencers × 2 products	414	AttractivityExpertiseTypology of trust	Attitude influencer	Yes

Source: Authors’ own work