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Under a Creative Commons license Open access Highlights• Influencers' credibility is improved when they fit with the promoted product. •Ad recognition, which worsens influencers' credibility, is reduced in congruent campaigns. •Influencers' credibility is essential to generate positive attitudes toward them. Both credibility and attitudes toward the influencer encourage positive behaviors toward the influencer. AbstractCollaborations between influencers and brands have become increasingly popular in recent years. Previous research has mainly focused on influencer marketing as a commercial action designed to enhance followers' perceptions and reactions toward promoted brands, ignoring the consequences of these promotional actions on influencers' credibility and their relationships with their followers. This research sheds light on the topic by exploring how influencers' promotional actions affect their credibility, and followers' attitudes and behavioral responses toward the influencer (i.e., to continue following, imitate, and recommend them to other users). A study addressed to the followers of a popular influencer was carried out to test the research model. The results showed that perceived influencer-product congruence positively affects followers' perceptions of the credibility of, and attitude toward, influencers, and negatively affects perceptions of paid communication. Followers' perceptions that influencers have been paid to take part in promotional activities harms their credibility; however, credibility is essential for generating positive attitudes toward the influencer. Finally, both perceived credibility and attitude foster positive behavioral responses toward the influencer; influencers must enhance these factors to retain their influencing capacity. This research provides managerial implications for influencers and brands that can help enhance followers’ experiences when exposed to promotions on social media. KeywordsInfluencer marketing Congruence Credibility Paid communication Behavioral intentions Cited by (0)© 2021 The Authors. Published by Elsevier Ltd.
Under a Creative Commons license Open access Highlights• We investigated motivations young adults have for following social influencers. •We used social identification as underlying mechanism in the relation between these motivations and buying behavior. •We employed an online questionnaire among 415 young people between 16 and 25 years old. •Based on Uses and Gratification Theory (UGT), we found six primary motivating factors to follow social influencers. •Social identification played a crucial role in explaining young adults' online advertisement clicking and buying behavior. AbstractThe main focus of this study is to understand why young people buy the products endorsed by social influencers on social media platforms. Specifically, the first aim of this study was to investigate the motivations young adults have for following social influencers. The second aim was to analyze social identification as a possible underlying mechanism in the relation to these motivations and young adults’ online advertisement clicking and buying behavior. To achieve these aims, we employed an online questionnaire among 415 individuals between 16 and 25 years old. Respondents were asked to choose a social influencer whose social media account they recently visited, and keep that influencer in mind when responding to the survey questions. The results of the survey confirmed that there are six primary factors that motivate young adults to follow their selected social influencers, namely information sharing, cool and new trend, relaxing entertainment, companionship, boredom/habitual pass time, and information seeking. Furthermore, our findings showed that the importance of the motivations for following influencers differed between age groups, genders and educational backgrounds. Finally, social identification played an important role in the relationship between all six motivations and online advertisement clicking and buying behavior. KeywordsSocial influencers Uses & gratifications Online buying behavior Motivations Social identification Social identity theory Cited by (0)© 2021 The Authors. Published by Elsevier Ltd. Which of the following characteristics of a recommendation is the most important determinant of its credibility?Which of the following characteristics of a recommendation is the most important determinant of its credibility? D. The linkage between the recommendation and the evidence supporting it.
What should you consider when evaluating the clinical significance of a clinical practice guidelines recommendation?What should you consider when evaluating clinical significance of clinical practice guideline recommendation? The likelihood that implementation of the recommendation will produce good patient outcomes.
Which of the following statements is true of the credibility of a study finding?Which of the following statement is true of the credibility of a study finding? The credibility of a finding mainly rests on the funding source and the credentials of the researchers.
Which statement best describes the degree of confidence your team should have in the recommendations?Which statement best describes the degree of confidence your team should have in the recommendations? a. If the recommendations are clear, specific, and citations are provided, your project team should have confidence in them.
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Which of the following characteristic of a recommendation is the most important determinant of its credibility?
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