The new game of online marketing: How social media influencers drive online repurchase intention through brand trust and customer brand engagement
- Saeed Tarabieh 1
- Ignacio Gil 2
- José Luis Galdón Salvador 2
- Sakher Faisal Ahmad AlFraihat 1
- 1 Mutah University (Jordan)
-
2
Universidad Politécnica de Valencia
info
ISSN: 1697-9818
Any de publicació: 2024
Volum: 20
Número: 1
Pàgines: 103-125
Tipus: Article
Altres publicacions en: Intangible Capital
Resum
Purpose: This study examines the impact of social media influencers (SMIs) on online repurchase intentions through brand trust and customer engagement in the cosmetics sector. Design/methodology/approach: The study framework and hypotheses in this paper were tested using a questionnaire survey approach, with the consumer as the unit of analysis. The study’s main target was individuals who purchase cosmetics products through social media platforms. Questionnaire items were created using a measurement scale employed in an earlier study. A Likert scale of seven points, ranging from 1 to 7, was used to grade the questionnaire items. Responses ranged from strong disagreement to strong agreement. Findings: In general, this study revealed that social media influencers have a significant positive direct impact on brand trust, customer brand engagement, and online repurchase intentions. Moreover, social media influencers were the most vital determinant of online repurchase intention, followed by brand trust and customer brand engagement. Moreover, customer brand engagement had a significant positive impact on brand trust. Additionally, brand trust and customer brand engagement impacted significantly and positively on online repurchase intention. The mediation analysis results found that customer brand engagement did not mediate the positive impact of social media influencers on online repurchase intention. Furthermore, it was found that brand trust mediated the positive impact of social media influencers on online repurchase intentions. This study is among the first to offer empirical evidence to demonstrate that social media influencers act as a route to online repurchase intention through brand trust and customer brand engagement. Research limitations/implications: This study has several limitations. The first one is that it was only conducted in one country. Using samples from a single country (Jordan) may produce culture-specific findings that are difficult to generalise across other settings. The second limitation of this study is related to the target population. In this study, researchers surveyed individuals who purchased cosmetics products through social media platforms. Practical implications: As the use of social media rises, social media influencers have an ever-greater impact on customers' online purchase and repurchase intentions, as customers deem influencers to be ideal role models they aim to imitate. Originality/value: The study is highly valuable for marketing strategies, as social media influencers have a powerful impact on effective marketing strategies.
Referències bibliogràfiques
- AlFarraj, O., Alalwan, A.A., Obeidat, Z.M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers ‘credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355-374. https://doi.org/10.1108/RIBS-07-2020-0089
- Al-Kurdi, B., & Alshurideh, M.T. (2023). The effect of social media influencer traits on consumer purchasing decisions for keto products: examining the moderating influence of advertising repetition. Journal of Marketing Communications, 1-22. https://doi.org/10.1080/13527266.2023.2246043
- Ali, A., & Bhasin, J. (2019). Understanding customer repurchase intention in e-commerce: role of perceived price, delivery quality, and perceived value. Jindal Journal of Business Research, 8(2), 142-157. https://doi.org/10.1177/2278682119850275
- Al-Qatami, M.M.J. (2019). The effects of social media influencer attributes on collaborating brand credibility and advocacy. Master’s thesis.
- Amoako, G.K., Kutu-Adu, S.G., Caesar, L.D., & Neequaye, E. (2019). Relationship marketing and repurchase intention in Ghana ‘s hospitality industry: An empirical examination of trust and commitment. Journal of Relationship Marketing, 18(2), 77-107. https://doi.org/10.1080/15332667.2018.1534059
- Anaya-Sanchez, R., Mesas-Ruiz, C.A., Molinillo-Jimenez, S., & Japutra, A. (2022). Virtual influencers: generation of trust, loyalty and purchase intentions.
- Antwi, S., & Amponsah, R.K. (2021). Repurchase Intention among Ghanaian Online Consumers: Perceived Shopping Value Approach. European Journal of Business and Management, 13(8), 1-10.
- Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M.B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
- Awang, P. (2015). SEM made simple: A gentle approach to learning Structural Equation Modeling. MPWS Rich Publication.
- Belanche, D., Casaló, L.V., Flavián, M., & Ibanez-Sanchez, S. (2021). Building influencers’ credibility on Instagram: Effects on followers ‘attitudes and behavioural responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. https://doi.org/10.1016/j.jretconser.2021.102585
- Bendoni, W., & Danielian, F. (2019, July). The future of influencer marketing in the digital age of virtual influencers. In 2019 Global Fashion Management Conference (604-607). Paris. https://doi.org/10.15444/GFMC2019.06.02.01
- Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
- Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454. https://doi.org/10.2501/JAR-2019-030
- Britt, R.K., Hayes, J.L., Britt, B.C., & Park, H. (2020). Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers. Journal of Interactive Advertising, 20(2), 111-118. https://doi.org/10.1080/15252019.2020.1763873
- Budi, S.C., Hidayat, Z., & Mani, L. (2021). The effects of experience and brand relationship to brand satisfaction, trust and loyalty shopping distribution of consumer Philips lighting product in Indonesia. Journal of Distribution Science, 19(1), 115-124.
- Campbell, C., & Farrell, J.R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479. https://doi.org/10.1016/j.bushor.2020.03.003
- Celik, Z. (2022). The Moderating Role of Influencer Attractiveness in the Effect of Brand Love, Brand Trust, Brand Awareness and Brand Image on Brand Loyalty. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 21(43), 148-167. https://doi.org/10.46928/iticusbe.1050122
- Chanthasaksathian, S., & Nuangjamnong, C. (2021). Factors influencing repurchase intention on e-Commerce platforms: a case of GET application. International Research E-Journal on Business and Economics, 6(1), 28-45.
- Cheng, Z., de Regt, A., & Fawaz, R. (2022). How Can Social Media Influencers Satisfy Consumers with Different Regulatory Focus Through ‘How-To’ Videos? EasyChair.
- Cheung, M.L., Leung, W.K., Yang, M.X., Koay, K.Y., & Chang, M.K. (2022). Exploring the nexus of social media influencers and consumer brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(10), 2370-2385. https://doi.org/10.1108/APJML-07-2021-0522
- Cheung, M.L., Pires, G.D., Rosenberger, P.J., & De Oliveira, M.J. (2020). Driving consumer–brand engagement and co-creation by brand interactivity. Marketing Intelligence & Planning, 38(4), 523-541. https://doi.org/10.1108/ MIP-12-2018-0587
- Cheung, M.L., Pires, G.D., Rosenberger, P.J., Leung, W.K., & Sharipudin, M.N.S. (2021). The role of consumer- consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioural intentions. Journal of Retailing and Consumer Services, 61, 102574. https://doi.org/10.1016/j.jretconser.2021.102574
- Cheung, M.L., Pires, G., Rosenberger, P.J., Leung, W.K., & Chang, M.K. (2021). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics, 33(10), 1994-2018. https://doi.org/10.1108/APJML-03-2020-0176
- Chi, M., Harrigan, P., & Xu, Y. (2022). Customer engagement in online service brand communities. Journal of Services Marketing, 36(2), 201-216. https://doi.org/10.1108/JSM-09-2020-0392
- Chiu, W., & Cho, H. (2021). E-commerce brand: The effect of perceived brand leadership on consumers ‘satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339-1362. https://doi.org/10.1108/APJML-10-2018-0403
- Cohen, J. (1988). Set correlation and contingency tables. Applied Psychological Measurement, 12(4), 425-434. https://doi.org/10.1177/014662168801200410
- Collier, Z.A., Guin, U., Sarkis, J., & Lambert, J.H. (2022). Decision model with quantification of buyer-supplier trust in advanced technology enterprises. Benchmarking: An International Journal, 29(10), 3033-3056. https://doi.org/10.1108/BIJ-06-2021-0336
- Combs, H.W. (2020). An Examination of Factors Influencing Repurchase Intention towards a Fashion Brand in Thailand.
- Cut-Nurvajri, T.R., Yunus, M., & Chan, S. (2022). The Effect of Content Marketing and Social Media Influencer on Customer Satisfaction and Their Impact On Online Repurchase Intention During The Covid-19 Pandemic. International Journal of Scientific and Management Research, 5(6), 156-168. https://doi.org/10.37502/IJSMR.2022.5614
- De Canio, F., Martinelli, E., & Endrighi, E. (2021). Enhancing consumers’ pro-environmental purchase intentions: the moderating role of environmental concern. International Journal of Retail & Distribution Management, 49(9). https://doi.org/10.1108/IJRDM-08-2020-0301
- De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035
- Djafarova, E., & Bowes, T. (2021). Instagram made Me buy it: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
- Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behaviour, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
- Du, T. (2022). Virtual influencers in metaverse: Discussion and research on the impacts of the purchasing decisions of Generation Z. Thesis. Centria University of Applied Sciences.
- Duh, H.I., & Thabethe, T. (2021). Attributes of Instagram influencers impacting consumer brand engagement. International Journal of Internet Marketing and Advertising, 15(5-6), 477-497. https://doi.org/10.1504/IJIMA.2021.118261
- Ellitan, L., Harvina, L.G.D., & Lukito, R.S.H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104-114. https://doi.org/10.24123/jeb.v3i2.4801
- Febrian, A., & Fadly, M. (2021). Brand trust as celebrity endorser marketing moderator ‘s role. Jurnal Aplikasi Manajemen, 19(1), 207-216. https://doi.org/10.21776/ub.jam.2021.019.01.19
- Fornell, C., & Larcker, D.F. (1981) ‘Evaluating structural equation models with unobservable variables and measurement error’, Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
- Freihat (2023) Jordan’s digital renaissance: A deep dive into Jordan’s digital landscape in 2023. Available at: https://jordandaily.net/jordans-digital-renaissance-a-deep-dive-into-jordans-digital-landscape-in-2023/
- Garg, P., Gupta, B., Dzever, S., Sivarajah, U., & Kumar, V. (2020). Examining the relationship between social media analytics practices and business performance in the Indian retail and IT industries: The mediation role of customer engagement. International Journal of Information Management, 52, 102069. https://doi.org/10.1016/j.ijinfomgt.2020.102069
- Ge, J., & Gretzel, U. (2018). Emoji rhetoric: a social media influencer perspective. Journal of Marketing Management, 34(15-16), 1272-1295. https://doi.org/10.1080/0267257X.2018.1483960
- Gong, T. (2018). Customer brand engagement behaviour in online brand communities. Journal of Services Marketing, 32(3), 286-299. https://doi.org/10.1108/JSM-08-2016-0293
- Goutam, D. (2020). Customer Loyalty Development in Online Shopping: An Integration of E-Service Quality Model and the Commitment-Trust Theory. Doctoral dissertation. National Institute of Technology Karnataka, Surathkal.
- Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
- Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate Data Analysis. Upper Saddle River, NJ: Prentice-Hall.
- Hair, J.F., Sarstedt, M., Matthews, L.M., & Ringle, C.M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. European Business Review, 28(1), 63-76. https://doi.org/10.1108/EBR-09-2015- 0094
- Hayes, A.F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
- Hegner, S.M., & Jevons, C. (2016). Brand trust: a cross-national validation in Germany, India, and South Africa. Journal of Product & Brand Management, 25(1), 58-68. https://doi.org/10.1108/JPBM-02-2015-0814
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance- based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135. https://doi.org/10.1007/s11747-014-0403-8
- Henseler, J., Ringle, C.M., & Sinkovics, R.R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20 Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
- Höfer, L. (2021). The impact of social media marketing on customers purchasing intention in the cosmetics industry. Modul University Private University Vienna.
- Hudders, L., & De Jans, S. (2022). Gender effects in influencer marketing: an experimental study on the efficacy of endorsements by same-vs. other-gender social media influencers on Instagram. International Journal of Advertising, 41(1), 128-149. https://doi.org/10.1080/02650487.2021.1997455
- Hui, S.C.S., Dastane, O., Johari, Z., & Roslee, M. (2021). Enhancing Online Repurchase Intention via Application of Big Data Analytics in E-Commerce. In Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN (395-434). IGI Global. https://doi.org/10.4018/978-1-7998-4984-1.ch021
- Hussain, A., & Ali, Z. (2022). Examining the impact of social media influencer’s credibility dimensions on consumer behaviour. University of Gavle, Sweden.
- Jaakonmäki, R., Müller, O., & Vom Brocke, J. (2017). The impact of content, context, and creator on user engagement in social media marketing. In Proceedings of the Annual Hawaii International Conference on System Sciences (50, 1152-1160). IEEE Computer Society Press. https://doi.org/10.24251/HICSS.2017.136
- Jaitly, R.C., & Gautam, O. (2021). Impact of social media influencers on customer engagement and brand perception. International Journal of Internet Marketing and Advertising, 15(2), 220-242. https://doi.org/10.1504/IJIMA.2021.114336
- Jatiyananda, C., Nurittamont, W., & Phayaphrom, B. (2021). Understanding the Social Media Marketing Activities Influence on Revisit Intention in Beauty Clinics: The Case Study in Bangkok, Thailand. PSAKU International Journal of Interdisciplinary Research, Forthcoming, Asian Administration & Management Review, 4(2).
- Jimenez-Castillo, D., & Sanchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366-376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
- Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).
- Kemec, U. (2020). The effect of influencer credibility on brand trust and purchase intention: A study on Instagram. Master thesis. Sosyal Bilimler Enstitüsü).
- Kemec, U., & Yüksel, H.F. (2021). The relationships among influencer credibility, brand trust, and purchase intention: The case of Instagram. Tüketici ve Tüketim Araş - tırmaları Dergisi (Journal of Consumer and Consumption Research), 13(1), 159-193.
- Khan, M.A., Panditharathna, R., & Bamber, D. (2020). Online store brand experience impacting on online brand trust and online repurchase intention: The moderating role of online brand attachment. European Journal of Management and Marketing Studies, 5(1).
- Khan, S.W., Raza, S.H., & Zaman, U. (2022). Remodeling digital marketplace through Metaverse: A multi-path model of consumer neuroticism, parasocial relationships, social media influencers credibility, and ppenness to Metaverse experience. Pakistan Journal of Commerce and Social Sciences (PJCSS), 16(3), 337-365.
- Kholis, N., & Ratnawati, A. (2021). The effects of customer engagement and brand trust on brand loyalty: A case study of BPJS healthcare participants in Indonesia. The Journal of Asian Finance, Economics and Business, 8(11), 317-324.
- Kline, R.B. (2023). Principles and practice of structural equation modeling. Guilford Publications.
- Kolarova, M. (2018). # Influencer marketing: The effects of influencer type, brand familiarity, and sponsorship disclosure on purchase intention and brand trust on Instagram. Master thesis. University of Twente.
- Kox, E., & Hueting, T. (2021). Autonomous systems as intelligent teammates: Social psychological implications. 24th International Command and Control Research & Technology Symposium.
- Kumar, J., & Nayak, J. K. (2019). Consumer psychological motivations to customer brand engagement: a case of brand community. Journal of Consumer Marketing, 36(1), 168-177. https://doi.org/10.1108/JCM-01-2018-2519
- Kusmaryono, I., Wijayanti, D., & Maharani, H.R. (2022). Number of Response Options, Reliability, Validity, and Potential Bias in the Use of the Likert Scale Education and Social Science Research: A Literature Review. International Journal of Educational Methodology, 8(4), 625-637. https://doi.org/10.12973/ijem.8.4.625
- Kwon, J.H., Jung, S.H., Choi, H.J., & Kim, J. (2021). Antecedent factors that affect restaurant brand trust and brand loyalty: Focusing on US and Korean consumers. Journal of Product & Brand Management, 30(7), 990-1015. https://doi.org/10.1108/JPBM-02-2020-2763
- Leite, F.P., & Baptista, P.D.P. (2022). The effects of social media influencers‘ self-disclosure on behavioural intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311. https://doi.org/10.1080/10696679.2021.1935275
- Li, B., & Chen, Z. (2023). Barriers Preventing Chinese Male Consumers from Purchasing Green Beauty Products. LUP Student Papers.
- Liang, L.J., Choi, H.C., & Joppe, M. (2018). Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb. International Journal of Hospitality Management, 69, 41-48. https://doi.org/10.1016/j.ijhm.2017.10.015
- Lim, W.M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439-458. https://doi.org/10.1016/j.jbusres.2021.11.014
- Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
- Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business & Management, 9(1), 2028331. https://doi.org/10.1080/23311975.2022.2028331
- Mammadli, G. (2021). The Role Of Brand Trust in The Impact Of Social Media Influencers On Purchase Intention. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3834011
- Matin, A., Khoshtaria, T., & Todua, N. (2022). The Impact of Social Media Influencers on Brand Awareness, Image and Trust in their Sponsored Content: An Empirical Study from Georgian Social Media Users. International Journal of Marketing, Communication and New Media, 10(18). https://doi.org/10.54663/2182- 9306.2022.v10.n18.88-114
- Mattke, J., Müller, L., & Maier, C. (2019). Paid, owned and earned media: a qualitative comparative analysis revealing attributes influencing consumer’s brand attitude in social media. In Proceedings of the 52nd Hawaii International Conference on System Sciences (10). https://doi.org/10.24251/HICSS.2019.098
- Molina-Prados, A., Munoz-Leiva, F., & Prados-Peña, M.B. (2022). The role of customer brand engagement in the use of Instagram as a –shop window‖ for fashion-industry social commerce. Fashion Marketing and Management: An International Journal, 26(3), 495-515. https://doi.org/10.1108/JFMM-12-2020-0275
- Munnukka, J., Maity, D., Reinikainen, H., & Luoma-aho, V. (2019). “Thanks for watching”. The effectiveness of YouTube vlogendorsements. Computers in Human Behaviour, 93, 226-234. https://doi.org/10.1016/j.chb.2018.12.014
- Na, S., Kunkel, T., & Doyle, J. (2020). Exploring athlete brand image development on social media: The role of signalling through source credibility. European Sport Management Quarterly, 20(1), 88-108. https://doi.org/10.1080/16184742.2019.1662465
- Nascimento, J.D.N.P.D. (2019). Understanding the role of influencers’ credibility in social media and its impact on consumers’ purchase intentions. Doctoral dissertation.
- Nunnally, J.C., & Bernstein, I.H. (1994). Psychometric theory. McGraw-Hill Series. Psychology, 3.
- Nyadzayo, M.W., Leckie, C., & Johnson, L.W. (2020). The impact of relational drivers on customer brand engagement and brand outcomes. Journal of Brand Management, 27(5), 561-578. https://doi.org/10.1057/s41262- 020-00198-3
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
- Ozboluk, T., & Akdogan, K. (2022). The role of online source credibility and influencer identification on consumers’ purchase decisions. International Journal of Internet Marketing and Advertising, 16(1-2), 165-185. https://doi.org/10.1504/IJIMA.2022.120974
- Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294-311. https://doi.org/10.1007/s11747-016-0485-6
- Peterson, R.A., & Kim, Y. (2013). On the relationship between coefficient alpha and composite reliability. Journal of Applied Psychology, 98(1), 194. https://doi.org/10.1037/a0030767
- Phan-Tan, L., & Le, T.H. (2023). The Influence of Perceived Price And Quality Of Delivery On Online Repeat Purchase Intention: The Evidence From Vietnamese Purchasers. Cogent Business & Management, 10(1), 2173838. https://doi.org/10.1080/23311975.2023.2173838
- Prader, C. (2021). The effect of trust in influencer marketing on brand credibility and buying decision. Master thesis.
- Pratomo, L.A., & Magetsari, O.N.N. (2018). Online brand experience: Drivers and consequences. Jurnal Dinamika Manajemen (JDM), 9(2), 218-227. https://doi.org/10.15294/jdm.v9i2.15192
- Prentice, C., Weaven, S., & Wong, I.A. (2020). Linking AI quality performance and customer engagement: The moderating effect of AI preference. International Journal of Hospitality Management, 90, 102629. https://doi.org/10.1016/j.ijhm.2020.102629
- Rather, R.A. (2019). Consequences of consumer engagement in service marketing: An empirical exploration. Journal of Global Marketing, 32(2), 116-135. https://doi.org/10.1080/08911762.2018.1454995
- Rather, R.A., & Hollebeek, L.D. (2019). Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty. International Journal of Contemporary Hospitality Management, 31(49). https://doi.org/10.1108/IJCHM-10-2017-0627
- Reinikainen, H., Tan, T.M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships on social media: the impacts of brand and influencer betrayals. Technological Forecasting and Social Change, 171, 120990. https://doi.org/10.1016/j.techfore.2021.120990
- Rokka, E., Mattsson, G., & Vuorivirta, K. (2022). I will find you... But will I influence you? A quantitative study on influencer endorsements impact on brand loyalty. Linnéuniversitetet, Institutionen för marknadsföring.
- Ronnhed, J., & Wiksborg, S. (2021). Virtual Influencers, Friends to Listen to? Thesis. School of Economics and Management.
- Shahbaznezhad, H., Dolan, R., & Rashidirad, M. (2021). The role of social media content format and platform in users’ engagement behaviour. Journal of Interactive Marketing, 53(1), 47-65. https://doi.org/10.1016/j.intmar.2020.05.001
- Siqi, W., & Yee, W.F. (2021). Social Media Influencers ‘Impact to Purchase Intention: The Moderating Effect of Brand Engagement. Journal of Marketing Advances and Practices, 2(2), 17-42.
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
- Statista (2023). Influencer Marketing Platform Market Size Worldwide from 2022 to 2025. Available at: https://www.statista.com/statistics/1036560/global-influencer-marketing-platform-market-size/
- Storbacka, K., Brodie, R.J., Böhmann, T., Maglio, P.P., & Nenonen, S. (2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(8), 3008-3017. https://doi.org/10.1016/j.jbusres.2016.02.034
- Taillon, B.J., Mueller, S.M., Kowalczyk, C.M., & Jones, D.N. (2020). Understanding the relationships between social media influencers and their followers: the moderating role of closeness. Journal of Product & Brand Management, 29(6), 767-782. https://doi.org/10.1108/JPBM-03-2019-2292
- Tarabieh, S.M.A. (2022). The Impact of Social-media Marketing Activities on Consumers’ Loyalty Intentions: The Mediating Roles of Brand Awareness, Consumer Brand Engagement and Brand Image. Jordan Journal of Business Administration, 18(4). https://doi.org/10.35516/jjba.v18i4.455
- Terziev, V., & Andreeva, O. (2020). Adaptability of Bulgarian education system to the occurred pandemic situation. In 62nd International Scientific Conference on Economic and Social Development (19-20). Lisbon.
- Tian, H., Siddik, A.B., & Masukujjaman, M. (2022). Factors affecting the repurchase intention of organic tea among millennial consumers: An empirical study. Behavioural Sciences, 12(2), 50. https://doi.org/10.3390/bs12020050
- Tille, M. (2020). The Effects of Social Media Influencers’ Source Credibility on their Ascribed Opinion Leadership and Consumers’ Purchase Intention. Doctoral dissertation. Instituto Politecnico de Leiria (Portugal)).
- Tong, T.K.P.B. (2020). Analisa pengaruh social media marketing terhadap repurchase intention melalui brand trust sebagai variabel mediasi pada instagram adidas Indonesia di Surabaya. Jurnal Strategi Pemasaran, 7(1), 10.
- Tóth, A. (2022). Understanding influencer marketing: internship report (Doctoral dissertation).
- Trivedi, S.K., & Yadav, M. (2018). Predicting online repurchase intentions with e-satisfaction as mediator: a study on Gen Y. VINE Journal of Information and Knowledge Management Systems, 48(3). https://doi.org/10.1108/VJIKMS-10-2017-0066
- Vanha-Aho, M. (2023). Effects of micro-influencer marketing on Z-generation consumer behavior. Master thesis. Jyväskylä University
- Venkatesan, M., Yorde-Rincon, M., Grevers, K., Welch, S.M., & Cline, E.L. (2023). Socially Responsible Consumption and Marketing in Practice. In Dealing with Socially Responsible Consumers: Studies in Marketing (129-147). Singapore: Springer Nature Singapore. https://doi.org/10.1007/978-981-19-4457-4_8
- Villagra, N., Monfort, A., & Sanchez-Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of Consumer Behaviour, 20(5), 1153-1163. https://doi.org/10.1002/cb.1922
- Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644. https://doi.org/10.1111/ijcs.12647
- Wojtun, M.N. (2022). SUSTAIN your ABILITY in consuming green! A Mixed Method Study on how Influencers’ Characteristics relate to Young Adults’ Sustainable Fashion Consumption Behaviour. Bachelor’s thesis. University of Twente.
- Wolff, W.E.M. (2022). A trend or is the future of influencer marketing virtual? The effect of virtual influencers and sponsorship disclosure on purchase intention, brand trust, and consumer engagement. Master’s thesis. University of Twente.
- Wu, J., Wu, T., & Schlegelmilch, B.B. (2020). Seize the day: How online retailers should respond to positive reviews. Journal of Interactive Marketing, 52(1), 52-60. https://doi.org/10.1016/j.intmar.2020.04.008
- Xu, X. (2023). Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement.Journal of Education, Humanities and Social Sciences, 19, 228-234. https://doi.org/10.54097/ehss.v19i.11039
- Yahia, I. B., & Al-Mudahka, L. (2023). Comparing the effectiveness of social media endorsers for mass and luxury markets. International Journal of Internet Marketing and Advertising, 18(2-3), 202-219. https://doi.org/10.1504/IJIMA.2023.129664