Concussion and implications
| Conclusions | Theoretical and managerial implications |
|---|---|
| The continuous trend of SMIs and social platforms encourages scholars and marketing practitioners to understand and address changes in influencers’ marketing phenomenon | Using the source credibility theory, this study validated the roles of SMI credibility and IG in influencing the followers’ PBs in a unique sociocultural context |
| SMI credibility indirectly influences purchasing behavior through eWOM and PSR | SMI credibility does not directly influence the followers’ purchase decisions; it affects them through PSRs and e-WOM |
| We studied how IG moderates the relationship between SMIC and PSR, PB and E-WOM. The moderating factor was significant between SMIC and PB but not the other variables | Marketers should pay attention to Instagram as a social media platform, as it plays a significant role in SMIs’ credibility and followers’ PBs. This could be because the ethical standards on the platform serve as a check on SMIs’ behavior |
| E-WOM and PSR positively correlate with PB. This means that the followers of SMIs on Instagram who have established PSRs with them and are influenced by e-WOM are likely to purchase the brands the SMIs endorse | The study’s findings can help Instagram influencers adopt more persuasive behaviors. It is also crucial for marketers to understand the influencers’ persuasive cues before forming any brand associations |
| Conclusions | Theoretical and managerial implications |
|---|---|
| The continuous trend of SMIs and social platforms encourages scholars and marketing practitioners to understand and address changes in influencers’ marketing phenomenon | Using the source credibility theory, this study validated the roles of SMI credibility and IG in influencing the followers’ PBs in a unique sociocultural context |
| SMI credibility indirectly influences purchasing behavior through eWOM and PSR | SMI credibility does not directly influence the followers’ purchase decisions; it affects them through PSRs and e-WOM |
| We studied how IG moderates the relationship between SMIC and PSR, PB and E-WOM. The moderating factor was significant between SMIC and PB but not the other variables | Marketers should pay attention to Instagram as a social media platform, as it plays a significant role in SMIs’ credibility and followers’ PBs. This could be because the ethical standards on the platform serve as a check on SMIs’ behavior |
| E-WOM and PSR positively correlate with PB. This means that the followers of SMIs on Instagram who have established PSRs with them and are influenced by e-WOM are likely to purchase the brands the SMIs endorse | The study’s findings can help Instagram influencers adopt more persuasive behaviors. It is also crucial for marketers to understand the influencers’ persuasive cues before forming any brand associations |
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