Based on signaling theory, this study aims to examine the impact of three influencer-related attributes (i.e. credibility, homophily and popularity) on consumers’ emotional responses (i.e. pride and hope) and their intention to buy second-hand luxury (SHL) goods.
With the data obtained from 409 young YouTube users in Taiwan, the proposed hypotheses were examined using partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA).
The PLS-SEM results showed that influencer-related attributes significantly trigger consumer pride and hope, which in turn stimulate their purchase intention toward SHL products. The fsQCA results supplemented the PLS-SEM findings, indicating four configurations boosting purchase intention.
Although scholars are increasingly interested in SHL goods due to their eco-friendly appeal, there remains an untapped opportunity to harness the potential of social media influencers in driving consumer purchases within this realm. The findings enrich the literature on influencer marketing and SHL purchases and offer practical implications for brands and advertisers in creating impactful influencer marketing strategies to influence consumers’ purchase behavior and foster a culture of sustainable consumption.
