Social media influencer marketing: the moderating role of materialism


Koay, Kian Yeik and Cheung, Man Lai and Soh, Patrick Chin Hooi and Teoh, Chai Wen (2022) Social media influencer marketing: the moderating role of materialism. European Business Review, 34 (2). pp. 224-243. ISSN 0955-534X

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Social media influencers (SMIs) have become an important source of influence that affects consumer behaviours in their decision-making processes. As such, this justifies scholarly attention in understanding how SMIs transfer their meanings to endorsed brands and drive consumers’ positive behavioural intentions. With the intention to fill this knowledge gap, this paper aims to examine the impact of SMIs’ credibility, as manifested by trustworthiness, attractiveness and expertise, along with the moderating effects of materialism, on followers’ purchase intention.

Item Type: Article
Uncontrolled Keywords: Social media influencer
Subjects: T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5101-6720 Telecommunication. Including telegraphy, telephone, radio, radar, television
Divisions: Faculty of Management (FOM)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 28 Oct 2021 23:38
Last Modified: 28 Feb 2022 14:22


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