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The Impact of Social Media Power on Consumer Attitudes Toward the Brand: The Mediating/Moderating Role of Social Media Source Credibility

Year: 2020

Type: article

Abstract: This paper presents a conceptual model of the impact of social media influencer power on consumer attitudes toward a brand.The research uses naïve theories of social influence, consumer socialization theory and market signaling theory to support the contention that social media influencer power will impact consumer brand attitudes.However, the impact of the social media influencer power on consumer brand attitudes is posited to be mediated and/or moderated by the social media influencer source credibility.In turn, the social media influencer source credibility is modeled as being positively related to the social media influencer's expertise/competence with respect to the product, the social media influencer's goodwill toward the consumer, and the social media influencer's trustworthiness.

Source: DigitalCommons - Kennesaw State University (Kennesaw State University)

Authors: Lubna Nafees, Christy M. Cook

Language: English

Topic: Digital Marketing and Social Media

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3008928246

FWCI: 0.191

Cites: 4

Cited by: 2

Related to: 10