Year: 2024
Type: article
Study design: Observational Study
Abstract: The primary objective of this study is to explore the influencing mechanism of social media influencers on the effectiveness of endorsements. The research examines how social media influencers impact the relationship quality between themselves and their followers, as well as the effect on consumer purchase intention when endorsing green products or brands. Through an online survey (N=200), the study investigates the role of relationship quality between social media influencers and their followers during the endorsement of green products, and how this relationship mediates the connection between green values and purchase intention. The main conclusion of the study is that social media influencers aiming to increase their follower count can effectively enhance consumers' green values during the endorsement of green products or brands, which in turn improves the relationship quality between influencers and their followers, ultimately influencing consumers' purchase intention for the endorsed green products.
Author: Chiaodeng Fei
Institution: National Chengchi University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4405762508